Hysteresis: a model of consumer behaviour?

Author: Galloway, Les

Source: Managing Service Quality, Volume 9, Number 5, 1999 , pp. 360-370(11)

Publisher: Emerald Group Publishing Limited

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Abstract:

A number of models of consumer behaviour, or of the influences on consumer behaviour, imply non-linearity and non-reversibility. These include the order winning/qualifying criteria model from manufacturing strategy, and the satisfier/dissatisfier and zone of tolerance models from the field of service quality. This paper demonstrates that these models share a commonality with the physical sciences' hysteresis model, and that hysteresis can be used as a valid and informative model of a number of aspects of consumer behaviour. The application of this pre-existing model unifies a number of previously disparate and even contradictory elements and suggests a common pattern of behaviour over a wide range of activities. The implications of this for operations strategy, service quality and further research are discussed.

Keywords: Consumer behaviour; Models; Operations strategy; Service quality

Document Type: Research article

DOI: 10.1108/09604529910267127

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