Rust, Roland T.; Inman, J. Jeffrey; Jia, Jianmin; … - In: Marketing Science 18 (1999) 1, pp. 77-92
We show that some of the most common beliefs about customer-perceived quality are wrong. For example, 1) it is not necessary to exceed customer expectations to increase preference, 2) receiving an expected level of bad service does not reduce preference, 3) rational customers may rationally...