Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)
- Volume 20 Issue 44
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- Pages.447-462
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- 1997
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- 2005-0461(pISSN)
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- 2287-7975(eISSN)
Involvement as a Moderator of Customer Satisfaction
고객만족에 대한 관여도의 조정적 역할
Abstract
Customer satisfaction is one of the major issues in current marketing research. Among many studies on this issue, the best known is the determinants of customer satisfaction. This study is focused the involvement as a moderator of customer satisfaction. The data were collected from 113 students who have an experience using or buying the products and services. The present study found that the customer satisfaction has a relation with the following major characteristics. These are: 1) The direct effect of expectation on the customer satisfaction is significant in case of high involvement service. 2) The direct effect of performance has a difference between high involvement and low involvement. 3) And the direct effect of disconfirmation on the customer satisfaction is significantly different from the levels of involvement.
Keywords