Defining Consumer Satisfaction
- Topics:
- Marketing Strategy
- Tags:
- Academy Of Marketing Science Review,
- Sales,
- Mergers & Acquisitions,
- Marketing Research,
- Marketing,
- Investment,
- Finance,
- Definition,
- Corporate Law,
- Consumer Satisfaction,
- ...
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Overview: Consumer satisfaction has been typically conceptualized as either an emotional or a cognitive response. More recent satisfaction definitions concede an emotional response. The emotional basis for satisfaction is confirmed by the consumer responses. The definition of consumer satisfaction is given as firstly, a summary affective response of varying intensity. Secondly, ƒnwith a time-specific point of determination and limited duration. Finally, directed toward focal aspects of product acquisition and/or consumption. The lack of a consensus definition for satisfaction creates three serious problems for consumer satisfaction research: selecting an appropriate definition for a given study; operational zing the definition; and interpreting and comparing empirical results. These three problems affect the basic structure and outcomes of marketing research and theory testing.
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Format: PDF | Size: 528KB | Date: Jan 2003 | Pages: 27
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