A Two-Step Model of Service Dissatisfaction: Theory and Evidence

Lisa C. Wan, Department of Marketing, The Chinese University of Hong Kong, Shatin, Hong Kong
Haksin Chan, Department of Marketing, The Chinese University of Hong Kong, Shatin, Hong Kong
This paper presents a two-step model that highlights the moderating influences of two contrasting individual-difference variables, first on service dissatisfaction and then on the ensuing complaining behaviors. The results of an empirical study provide support for most of the hypotheses based on the proposed model. The model extends (dis)satisfaction research on the one hand, and points to new directions for consumer research on the other.
[ to cite ]:
Lisa C. Wan and Haksin Chan (2007) ,"A Two-Step Model of Service Dissatisfaction: Theory and Evidence", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 675-676.