Priming effects and customer satisfaction towards online banking services

In this paper we apply the anchoring vignette approach for measuring the customer satisfaction of some online banking services. In particular, we investigate the extent of some priming effects when the self-evaluation question is asked after (instead of before) the vignette questions. We show that the satisfaction of respondents who answer the self-assessment question after the vignettes is usually higher than people who evaluate themselves first, when the anchoring vignettes are not known. This finding is due to the application of different response styles by the two groups of respondents. On the other hand, for respondents who have already experienced the anchoring vignettes, some weak priming effects appear only among the low educated people.