Browse > Article
http://dx.doi.org/10.5762/KAIS.2011.12.8.3415

Improving Customer Satisfaction Management using the Satisfied Customer Reclassification based on a 2 Dimension Model of Customer Satisfaction/Dissatisfaction  

Seo, Kwang-Kyu (Department of Management Engineering, Sangmyung University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.12, no.8, 2011 , pp. 3415-3420 More about this Journal
Abstract
It is natural phenomenon that, as the level of customer satisfaction index increases, the ratio of satisfied customers increases. However, the effectiveness of practical application of customer satisfaction survey for improving customer satisfaction decreases due to structural limitation on data analysis and the abnormally outnumbered data. To cope with these problems, it is necessary to develop the new methodology to identify the strategy meanings and find the dissatisfied factors of satisfied customers using the satisfied customers reclassification. This study proposes the satisfied customer reclassification method based on 2 dimension model of customer satisfaction/dissatisfactions which is different from the previous one dimension satisfaction model. The experimental results show that satisfaction attributes are different from dissatisfaction attributes and they also have dissimilar roles and functions. With these results it is possible to maximize the customer satisfaction and restrain the customer dissatisfaction through the satisfied customer reclassification and achieve customer satisfaction management eventually.
Keywords
Satisfied customer; Customer Satisfaction/Dissatisfaction; 2 Dimension Model; Satisfied Customer Reclassification;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Y, H, Sohn, "Mediating Effect of Consumption Emotion to Customer Satisfaction/ Dissatisfaction", Journal of Consumer Studies, Vol. 16(1), pp. 1-32, 2005.
2 R. A. Westbrook, "A Rating Scale for Measuring Product/Service Satisfaction," Journal of Marketing, Vol. 44, pp. 68-72, 1980.   DOI
3 Y. J. Yi, "A Theoretical Examination of Customer Satisfaction Research : Findings and Outlook", Journal of Consumer Studies, Vol. 11(2), pp. 139-166, 2000.
4 Y. J. Yi, Changing Process of Service Quality Evaluation System of Korean Firms, SNU Pub., 2006.
5 F. Herzberg, "The Motivation to Work among Finnish Supervisor", Personnel Psychology, Vol. 18, pp. 393-402, 1965.   DOI
6 F. S. Gardial, D. S. Clemons, R. B. Woodruff, D. W. Schumann, M. J. Burns (1994) "Comparing Consumers' Recall Prepurchase and Postpurchase Product Evaluation Experience", Journal of Consumer Behavior, Vol. 20(3), pp. 548-560, 1994.
7 B. J., Babin, M. Griffin, W. R. Darden., "An Empirical Comparison of Alternative Conceptualization of Postconsumption Action", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 7, pp. 172-183, 1994.
8 K. H. Seok, "The Moderating Role of Product Familiarity on the Relationship between Attribute Similarity and Choice", Journal of Marketing Studies, Vol. 23(3), pp.57-73, 2008.