The different effect of primary and secondary product attributes on customer satisfaction

The different impact of primary and secondary product attributes on customer satisfaction has received little attention. We propose that primary attributes have a greater impact on satisfaction than secondary attributes, and that the relationship between secondary attribute quality and satisfaction is moderated by primary attribute quality. Both hypotheses were supported by the results of a survey of perceived quality and satisfaction with local public transport. Exploratory analyses indicate that the relationship between secondary attributes and customer satisfaction is regressing, and that secondary attributes are more important for frequent users. The results are discussed in relation to theory of attribute searchability.