Cognitive dissonance and the stability of service quality perceptions

Martin O'Neill (Associate Professor, in the Department of Hotel and Restaurant Management, College of Human Sciences, Auburn University, Alabama, USA)
Adrian Palmer (Associate Professor, in the Department of Hotel and Restaurant Management, College of Human Sciences, Auburn University, Alabama, USA)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 October 2004

Abstract

This paper examines the possible relationship between post‐consumption dissonance and consumers’ time‐elapsed perceptions of service quality. A review of literature suggests that the degree of post‐consumption dissonance experienced would be inversely related to both initial ratings of service quality and subsequent time‐elapsed ratings. Empirical evidence is reported of a longitudinal study of university students undergoing a first year orientation process, which confirms this proposition. The results give some tentative indication of the instability of consumer perceptions of service quality over time.

Keywords

Citation

O'Neill, M. and Palmer, A. (2004), "Cognitive dissonance and the stability of service quality perceptions", Journal of Services Marketing, Vol. 18 No. 6, pp. 433-449. https://doi.org/10.1108/08876040410557221

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.