An Innovative Approach Examining the Asymmetrical and Nonlinear Relationship Between Attribute-Level Performance and Service Outcomes

Xiaomeng Fan, Purdue University, USA
Sandra Liu, Purdue University, USA
Michael Zhu, Purdue University, USA
This study introduces and tests an innovative approach for investigating the asymmetrical and nonlinear relationship between attribute-level performance and service outcomes. Such approach entails scale division, regression analysis and coefficient comparisons, and curve approximation. The analysis of a set of patient satisfaction survey data indicates: (1) the S-shaped value function suggested by the prospect theory cannot describe the relationships between patients’ likelihood to recommend the hospital (LTR) and perceived performances on all satisfaction-maintaining attributes; and (2) “Spiritual Care” is considered as “patient delight”, with continuous improvements on this attribute providing increasing marginal returns of LTR.
[ to cite ]:
Xiaomeng Fan, Sandra Liu, and Michael Zhu (2009) ,"An Innovative Approach Examining the Asymmetrical and Nonlinear Relationship Between Attribute-Level Performance and Service Outcomes", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 569-570.