Corresponding author:
John Dawes, Ehrenberg-Bass Institute, 70 North Terrace, Adelaide, SA 5001, Australia. Email: John.Dawes@marketingscience.info
Introduction
Customer satisfaction is seen as an important business performance measure. It is one of the most frequently collected indicators of customer perceptions (Farris et al., 2016, p. 40). Satisfaction scores are used to reinforce the idea that customers