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

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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.
Publisher
WILEY-BLACKWELL
Issue Date
2013-08
Language
English
Article Type
Article
Keywords

PERCEIVED VALUE; CONSUMER PERCEPTIONS; BRAND LOYALTY; STORE LOYALTY; UTILITARIAN; PRODUCTS; CONSUMPTION; QUALITY; MODEL; INNOVATIVENESS

Citation

PSYCHOLOGY & MARKETING, v.30, no.8, pp.676 - 689

ISSN
0742-6046
DOI
10.1002/mar.20637
URI
http://hdl.handle.net/10203/250865
Appears in Collection
MG-Journal Papers(저널논문)
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