Antecedents of Customer Satisfaction and Customer Loyalty for Emerging Devices in the Initial Market of Korea: An Equity Framework

Myeong-Cheol Park

81 citations0/0 files storedPsychology and Marketing

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

This study investigates the relevant predictors of customer satisfaction and customer loyalty, and explores the group difference by innovativeness or device type, based on equity theory for emerging devices in the initial market of Korea. The results from an online survey of users of emerging devices and structural equation modeling indicate that utilitarian benefit, hedonic benefit, nonmonetary cost, and alternative attractiveness are significant predictors of customer satisfaction, which in turn affects customer loyalty. Hedonic benefit has a stronger relationship with customer satisfaction for more innovative users and nonmonetary cost has a stronger relationship with customer satisfaction for less innovative users. Nonmonetary cost has a negative relationship with customer satisfaction for netbooks; an additional exploratory analysis produced no such evidence for smartphones. These findings suggest managerial implications for customer loyalty regarding emerging devices.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1996The Behavioral Consequences of Service Quality 1965Inequity In Social Exchange 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1999Whence Consumer Loyalty?1994Customer Loyalty: Toward an Integrated Conceptual Framework

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