نقش احتمالی اعتماد به نفس و اعتماد در رضایت مصرف کننده : بررسی کنترل ادراک شده و عدالت به عنوان پیش بینی کننده

The paper proposes contingent self-esteem (CSE) as an important mediator between service encounter attributes and consumers’ satisfaction. The main thesis is that consumers’ perceptions of control and fairness in the exchange influence their CSE and trust evaluations which in turn effect their satisfaction evaluations. The study expands and clarifies our understanding of the psychological processes that guide consumers’ satisfaction evaluations. The paper employed a 2 × 2 repeated measures experiment to collect data. The experimental manipulations were induced using video clips and the data were analyzed using a repeated measures MANOVA procedure. Results indicate that consumers’ CSE and trust evaluations depend on their perceptions of fairness and control of the exchange. Furthermore, CSE and trust influence consumers’ satisfaction evaluations and behavioral intentions. The results of this research suggest that service providers should consider designing service interactions that affirm consumers’ self-image and thereby improves satisfaction evaluations.