Examination of satisfaction in cross‐product group settings
| Date | 27 February 2009 |
| DOI | https://doi.org/10.1108/10610420910933362 |
| Published date | 27 February 2009 |
| Pages | 50-59 |
| Author | S. Allen Broyles,Robert H. Ross,Thaweephan (Duke) Leingpibul |
| Subject Matter | Marketing |
Examination of satisfaction in cross-product
group settings
S. Allen Broyles
California State University, Fullerton, California, USA
Robert H. Ross
Wichita State University, Fairmount, Wichita, Kansas, USA, and
Thaweephan (Duke) Leingpibul
Western Michigan University, Kalamazoo, Michigan, USA
Abstract
Purpose – The purpose of this paper is to test a model that examines whether the “meets expectations” and “affective feeling state” perspectives of
satisfaction are distinct constructs in a cross-product group setting with products that have disparate levels of consumer involvement, and to test
whether the constructs’ influence on (re)purchase behavior are (dis)similar across product groups.
Design/methodology/approach – New measures were developed for a survey that was administered to mid-Western US respondents. Structural
equation modeling was used to analyze the data and test hypotheses that were developed from extant literature.
Findings – The study’s findings suggest there is external validity that meets expectations and affective feeling state are two distinct constructs, and
that while each construct’s influence on (re)purchase behavior varies across product groups, the comparative influence differs from what is suggestedin
extant literature.
Research limitations/implications – Only three brands, each of which is relatively affordable were used in the study and the survey was completed
with university students and with respondents from a broad range of age and socio-economic backgrounds.
Practicable implications – This study provides a foundation for future cross-product group research, and reveals marketers’ need to develop
strategies with dual goals of meeting consumers’ expectations, and developing positive consumer affective feelings.
Originality/value – This study is a benchmark comparative cross-product group consumer satisfaction study.
Keywords Customer satisfaction, Expectation, Affective psychology, Product positioning, Repeat buying
Paper type Research paper
An executive summary for managers and executive
readers can be found at the end of this article.
Introduction
Consumer satisfaction is a topic with intrinsic scholarly and
managerial relevance that has been a focus of interest for at
least the past 40 years. Interestingly, while scholars such as
Oliver (1980), Zeithaml et al. (1996), and McQuitty et al.
(2000) have strengthened our understanding of this vital
concept, there continues to be a lack of consensus as to what
is meant by consumer satisfaction. This may stem from
scholars typically assigning the definition that reflects their
chosen point of view of consumer satisfaction (Clerfeuille and
Poubanne, 2003).
Two perspectives of consumer satisfaction that are typically
discussed in literature include it, being described as:
1 A cognitive-based phenomenon, referring to one’s
cognitive evaluation of whether their usage experiences
with a product meet their expectations (meets
expectations), which is termed as the expectations/
disconfirmation paradigm (Olshavsky and Kumar, 2001;
Martin-Consuegra et al., 2007).
2 An individual’saffective feeling state toward a product
(Oliver, 1996, 1999). Others (e.g. Jun et al., 2001;
Harrison and Shaw, 2004) suggest that consumer
satisfaction refle cts meets expectations and affective
feeling state merging into a macro composite construct.
Cadotte et al. (1987) indicate another perspective by
suggesting that meets expectations and affective feeling
state may be connected by a directional path, with meets
expectations leading to affective feeling state.
To gain insight into these perspectives, Ross et al. (2008)
conducted an exploratory study which revealed findings that
suggest one’s evaluation of whether their product usage
expectations are met and their affective feeling state toward
the product are two distinct constructs. Further, they found
that meets expectations and affective feeling state are related
only by a certain degree of covariance.
This paper discusses a study that was conducted to expand
on past research (Orth and De Marchi, 2007), including the
noted exploratory study. The study utilizes a cross-product
group setting that entails products with dissimilar levels of
consumer involvement in order to gain insight into whether
the findings can be generalized to other product groups
(Carter, 2008), and to provide a broader perspective of the
consumer satisfaction phenomenon (Orth and De Marchi,
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
18/1 (2009) 50–59
qEmerald Group Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/10610420910933362]
50
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