A Study on Customer Satisfaction across Information Search Behavior Typology

https://doi.org/10.22146/gamaijb.5585

Wahyuningsih Wahyuningsih(1*), Johnny Tanamal(2)

(1) Master of Management Program, University of Tadulako, Palu, Sulawesi Tengah
(2) Management Study Program, University of Tadulako Palu
(*) Corresponding Author

Abstract


This study investigates customer satisfaction based on a typology of consumer search behavior. The findings demonstrate that the type of consumer as defined by whether and how they search for information (passive, rational-active, and relational-dependent) has different level of satisfaction. Rational-active and relational-dependent consumers are found to be the dominant consumer types who actively search for information before purchasing a product and thus perceive a higher level of satisfaction than do passive consumers. The identification of satisfaction within each type of consumer provides a reason for customers to repurchase the same product, or recommend it to other people. As a result, companies will be able to achieve an increase in profitability. Recommendations for companies and future research directions are presented.

Keywords


consumer behavior typology; rational-active; relational-dependent; repeat-passive; satisfaction

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DOI: https://doi.org/10.22146/gamaijb.5585

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