MEASURING SATISFACTION WITH ORGANIZATIONS - PREDICTIONS FROM INFORMATION ACCESSIBILITY

The study explored the process through which customers assess their sa tisfaction with service organizations. Our theoretical analysis sugges ts that when a general satisfaction question appears after questions a bout specific domains were asked (SG order), the earlier questions inc rease the accessibility of both positive and negative information. In contrast, when a general satisfaction question appears prior to any ot her question (GS order), negative information is more accessible than positive information. On the basis of these differences in accessibili ty we predicted (1) greater asymmetry in the impact of positive and ne gative information on the general satisfaction response in the GS orde r, (2) higher correspondence between domain-specific satisfaction and general satisfaction in the SG order, and (3) higher levels of general satisfaction in the SG order. These predictions were supported in ana lyses of customers' responses in a national survey of satisfaction wit h the Israel Telecommunication Corporation (Bezeq).