Abstract
The use of symmetric linear functional forms to describe the relationships among customer evaluative judgments is omnipresent in services research. However, according to several researchers, the use of symmetric linear functions to model the relationships among customer evaluative judgments leads to serious model misspecification. Although several asymmetric nonlinear functional forms have been proposed, only modest empirical evidence is available on the superiority of these more complex model specifications. Based on a formal empirical comparison in multiple service settings, we find that asymmetric nonlinear functions do not possess superior explanatory power compared to symmetric linear functional forms.
Similar content being viewed by others
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Streukens, S., de Ruyter, K. Reconsidering Nonlinearity and Asymmetry in Customer Satisfaction and Loyalty Models: An Empirical Study in Three Retail Service Settings. Marketing Letters 15, 99–111 (2004). https://doi.org/10.1023/B:MARK.0000047387.12609.23
Issue Date:
DOI: https://doi.org/10.1023/B:MARK.0000047387.12609.23