The Use of Comparison Standards in Customer Satisfaction Research and Management: A Review and Proposed Typology

Abstract

This paper reviews the conceptualization, measurement, and empirical findings related to the use of alternative comparison standards in consumer satisfaction research. The evolution of this construct is analyzed with respect to: 1) the move from a single. standard to mUltiple standards, 2) the contingent factors which influence comparison standard choice, and 3) the effects of alternative comparison standards on satisfaction judgments. Evidence suggests that the type of comparison standard determines the nature of its relationship with satisfaction. A typology of comparison standards is developed, and implications for satisfaction research and managerial practice are provided.