Consumer behaviour and satisfaction
Wahyuningsih & Dubelaar, C. (2004). Consumer behaviour and satisfaction. Paper presented at the Australian and New Zealand Marketing Academy (ANZMAC) 2004 conference, Wellington, New Zealand.
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© Copyright Wahyuningsih & Chris Dubelaar, 2004.
This study investigates customer satisfaction using a market segmentation approach. Yet emerging customer satisfaction research has been investigating satisfaction only at the aggregate level. In this study, customer satisfaction is examined in segments based on a typology of consumer search behavior. The findings demonstrate that the type of consumer as defined by whether and how they search for information (passive, rational-active, relational-dependent) has an effect on satisfaction. Rational-active and relational-dependent consumers are found to be the dominant consumer types who actively search out information before purchasing a product and thus perceive higher level of satisfaction than passive consumers. The identification of satisfaction within each type of consumer provides a reason for customers to repurchase the same product, or recommend it to other people. As a result, companies will be able to achieve an increase in profitability. Recommendations for companies and future research directions are presented.
Chris Dubelaar and Wahyuningsih. "Consumer behaviour and satisfaction" Business papers (2004).
Available at: http://works.bepress.com/chris_dubelaar/10