Shaping Customer Satisfaction Through Self-Awareness Cues

Michel Tuan Pham, Columbia University, USA
Caroline Goukens, University of Maastricht, the Netherlands
Jennifer Ames Stuart , Bayer Healthcare, USA
Donald Lehmann, Columbia University, USA
Six experiments (including a field study) show that customers’ satisfaction with service providers can be influenced by subtle contextual cues that increase self-awareness. Such cues tend to increase satisfaction when the outcome of a service interaction is unfavorable, but decrease satisfaction when the outcome is favorable. This is because high self-awareness increases customers’ own-attributions of both positive and negative outcomes. Self-awareness can even influence satisfaction with interactions that occurred in the past. However, these effects only hold when there is mixed customer-provider outcome responsibility. If the outcome responsibility rests entirely with the provider, raising self-awareness may backfire.
[ to cite ]:
Michel Tuan Pham, Caroline Goukens, Jennifer Ames Stuart , and Donald Lehmann (2010) ,"Shaping Customer Satisfaction Through Self-Awareness Cues", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 45-48 .