Customer Satisfaction and Overall Rating: the Influence of Judgment Certainty

Eugene Sivadas, University of Washington, Tacoma, USA
John Kim, Oakland University, USA
Norman Bruvold, University of Cincinnati, USA
The objective of this research is to understand how rating magnitude and rating uncertainty and its interplay with satisfaction affects stated customer experience. We utilize the Judgment Uncertainty and Magnitude Parameters (JUMP) model (Chandrashekaran, McNeilly, Russ, & Marinova, 2000) to empirically examine consumer judgments of their overall experience.
[ to cite ]:
Eugene Sivadas, John Kim, and Norman Bruvold (2012) ,"Customer Satisfaction and Overall Rating: the Influence of Judgment Certainty", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1135-1135.