The Asymmetrical and Non-linear Relationships between the Performance of Store Quality Attributes and Customer Satisfaction

However, from the point of view of prospect theory, this relationship may be non-linear. This study began by reviewing past research into quality attributes and customer satisfaction.

Next, an investigative study was carried out on hypermarket customers and it was found that the relationship between most quality attributes and customer satisfaction is asymmetrical and non-linear. It was also discovered that the value function curve of prospect theory can only be used on certain of the one-dimensional quality attributes. The attractive quality, must-be quality, indifferent quality, and reverse quality attributes as well as some of the one-dimensional quality attributes cannot be described by the value function curve.