The Quality Double Whammy
Boulding, Kalra and Staelin examine how consumers perceive the quality of a complex stimulus, here a service encounter, and how that perception shapes their overall assessment of the firm. They begin with a normative Bayesian model of how a person integrates and updates beliefs about a firm's overall service quality and about the next encounter. The model reproduces dynamic updating equations from earlier work and leads to a comparison with how people actually update.
Boulding, Kalra and Staelin examine how consumers perceive the quality of a complex stimulus, here a service encounter, and how that perception shapes their overall assessment of the firm. They begin with a normative Bayesian model of how a person integrates and updates beliefs about a firm's overall service quality and about the next encounter. The model reproduces dynamic updating equations from earlier work and leads to a comparison with how people actually update.
Written from the abstract as shown on the OpenAlex record, read 2026-11-04.
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Boulding, W., Kalra, A., & Staelin, R. (1999). 'The Quality Double Whammy.' Marketing Science, 18(4), 463-484. doi:10.1287/mksc.18.4.463.