Choice satisfaction has received little attention in marketing, decision research, and psychology. This study shows that choice satisfaction is a distinctive concept different from service satisfaction. If marketers can make consumers satisfied with their choice processes and outcome, they can increase the recommendation intention and decrease switching intention. Furthermore, a review of the extant literatures provides mixed conceptual evidence concerning the relationships among choice satisfaction, service satisfaction, intention to recommend and intention to switch.
This study empirically analyzes the relationship between choice satisfaction and service satisfaction. The results of this study show that service satisfaction is a better predictor of intention to recommend and intention to switch when compared to choice satisfaction.
