A cross‐cultural assessment of the satisfaction formation process

Richard A. Spreng (Michigan State University, East Lansing, Michigan, USA)
Jyh‐shen Chiou (National Cheng‐Chi‐University, Taipei, Taiwan)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 August 2002


Consumer satisfaction continues to be an important area of both academic research and managerial interest. Yet most satisfaction research has utilized US subjects to develop and test satisfaction theory. The purpose of this research is to test the basic disconfirmation of expectations model in a very different culture than the USA, and compare the results to a matched sample of subjects in the USA. Specifically, a sample of student subjects from Taiwan is compared to a sample of student subjects in the USA. The results indicate support for the generalizability of the model in this Asian culture.



Spreng, R.A. and Chiou, J. (2002), "A cross‐cultural assessment of the satisfaction formation process", European Journal of Marketing, Vol. 36 No. 7/8, pp. 829-839. https://doi.org/10.1108/03090560210430827

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