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http://dx.doi.org/10.5392/JKCA.2011.11.8.321

Effect of Perceived Value on Customer Satisfaction in Reward Programs of Tele-Communication Firms -Focusing on the Moderating Effect of Sex Role-  

Kang, Yong-Soo (울산과학대학교 유통경영과)
Publication Information
The Journal of the Korea Contents Association / v.11, no.8, 2011 , pp. 321-330 More about this Journal
Abstract
This study focuses on the moderating effect of sex role on the relationship between perceived values on the reward program of tele-communication firms and customer satisfaction. To test moderating effect, Difference test for distinct parameters in Amos 18.0 program was used. Results show that both kind of perceived values(utilitarian value and hedonic value) have a significant effect on customer satisfaction. And the moderating effect of sex variable was verified. For male, hedonic value has influenced on the customer satisfaction more than utilitarian value. And for female, reversely, utilitarian value has influenced on the customer satisfaction more than female value.
Keywords
Reward Program; Reward Value; Utilitarian Reward; Hedonic Reward; Moderating Effect of Sex Role;
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