by : Wahyuningsih and Chris Dubelaar
Abstract
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.
Keywords: Consumer Behaviour Typology, Segmentation, Satisfaction
Introduction
There is a growing interest in the study of market segmentation. This is because concentrating on the needs of homogeneous groups within a larger heterogeneous market assists companies to get closer to their consumers (Harrison, 1994). Within each identified segment, we investigate the level of satisfaction. 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.
Previous studies in customer satisfaction (e.g. Anderson and Sullivan, 1993; McQuitty, Finn, and Wiley, 2000) have investigated the satisfaction for all customers, without the benefit of segmentation. In this study, customer satisfaction was assessed based on a segment specific basis.
Therefore, the fundamental question raised in this research is: “Does a consumer’s search behaviour typology have an effect on the satisfaction he or she perceives?”
Consumer Behaviour Typology
Classifying target markets into groups of consumers assists marketers to clearly identify and satisfy the needs and wants of each group. Parallel with this view, Beckett et al., (2000). . . . . . .(baca_selengkapnya)
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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.
Keywords: Consumer Behaviour Typology, Segmentation, Satisfaction
Introduction
There is a growing interest in the study of market segmentation. This is because concentrating on the needs of homogeneous groups within a larger heterogeneous market assists companies to get closer to their consumers (Harrison, 1994). Within each identified segment, we investigate the level of satisfaction. 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.
Previous studies in customer satisfaction (e.g. Anderson and Sullivan, 1993; McQuitty, Finn, and Wiley, 2000) have investigated the satisfaction for all customers, without the benefit of segmentation. In this study, customer satisfaction was assessed based on a segment specific basis.
Therefore, the fundamental question raised in this research is: “Does a consumer’s search behaviour typology have an effect on the satisfaction he or she perceives?”
Consumer Behaviour Typology
Classifying target markets into groups of consumers assists marketers to clearly identify and satisfy the needs and wants of each group. Parallel with this view, Beckett et al., (2000). . . . . . .(baca_selengkapnya)
Artikel lengkap dikompilasi oleh/hubungi :
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