The Scope and Persistence of Mere-Measurement Effects: Evidence from a Field Study of Customer Satisfaction Measurement
The Scope and Persistence of Mere-Measurement Effects: Evidence from a Field Study of Customer Satisfaction Measurement
复制标题
单纯测量效应的范围和持久性：来自客户满意度测量实地研究的证据
DOI：
10.1086/341568
复制
发表时间：
2002
影响因子：
7.2
通讯作者：
V. Morwitz
中科院分区：
文献类型：
--
作者：
U. Dholakia;V. Morwitz
Self-generated validity research has demonstrated that responding to survey questions changes subsequently measured judgments and behavior. We examine the scope and persistence of the effect of measuring satisfaction on customer behavior over time. In a field experiment conducted in a financial services setting, we hypothesize and find that measuring satisfaction (a) changes one-time purchase behavior, (b) changes relational customer behaviors (likelihood of defection, aggregate product use, and profitability), and (c) results in effects that increase for months afterward and persist even a year later. These results raise questions concerning the design, interpretation, and ethics in the conduct of applied marketing research studies. Copyright 2002 by the University of Chicago.
