Open AccessA Study on Customer Satisfaction across Information Search Behavior Typology
Author(s) -
Wahyuningsih Wahyuningsih,
Johnny Tanamal
Publication year - 2008
Publication title -
gadjah mada international journal of business
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.192
H-Index - 9
eISSN - 2338-7238
pISSN - 1411-1128
DOI - 10.22146/gamaijb.5585
Subject(s) - typology , purchasing , business , customer satisfaction , marketing , product (mathematics) , identification (biology) , product type , profitability index , advertising , computer science , mathematics , sociology , finance , anthropology , biology , programming language , botany , geometry
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.