medical exchange situation, the satisfaction of the patient can be predicted to increase as resource inputs decrease and resource receipts increase. This is a fundamentally different view of the exchange process than that found in the work of Parasuraman, Zeithaml, and Berry ( 1985).
As a summary statement, if entities are viewed as decision makers who evaluate the resource bundles offered by their exchange partners as well as by themselves, a fundamentally new perspective is gained on the service quality literature as well as on the exchange literature. In addition, an entire series of research questions that are amenable to empirical tests emerge. Indeed, the study of evaluation processes in exchange relationships may act as a means of bridging the literatures on exchange, service quality, and satisfaction. Furthermore, the approach suggests the value of extending the TOV model to account for outcomes that occurred in the past as well as those expected to occur in the future. Mowen and Gaeth ( 1992) suggested that the TOV model works for outcomes that occur in the past as well as those that occur in the future. Thus, when looking back at previous gains and losses, discounting also occurs. In addition, losses are discounted more quickly than gains. By combining the ideas from the TOV model with the marketing lens model, new insights can be gained in the formation of expectations of product value as well as the judgment of product satisfaction at varying time points after the purchase.
John C. Mowen