A Model of Consumer Learning for Service Quality and Usage

Vol. XLIV (November 2007), 529–544 529 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Raghuram Iyengar is Assistant Professor of Marketing, The Wharton School, University of Pennsylvania (e-mail: [email protected]. edu). Asim Ansari is Professor of Marketing, Columbia Business School, Columbia University (e-mail: [email protected]). Sunil Gupta is Edward W. Carter Professor of Business Administration, Harvard Business School, Harvard University (e-mail: [email protected]). This article is based on the first author's doctoral dissertation at Columbia University. The two coauthors are his dissertation advisors. The authors thank the other dissertation committee members (Kamel Jedidi, Yuxin Chen, and K. Sudhir) for their extensive comments and suggestions. The first author thanks Z. John Zhang for insightful discussions. The authors also thank Carl Mela and the Teradata Center at Duke University for providing the data. Finally, the authors thank the Marketing Science Institute for providing financial support for this project.