When assimilation processes occur, expectations have a direct impact on experiences, and experiences bias the memory for prior expectations. Reports the results of two studies which examine assimilation processes using path analysis. Formulates implications and recommendations for service management and for research.
Pieters, R., Koelemeijer, K. and Roest, H. (1995), "Assimilation processes in service satisfaction formation", International Journal of Service Industry Management, Vol. 6 No. 3, pp. 17-33. https://doi.org/10.1108/09564239510147248
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