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While the customer satisfaction/dissatisfaction literature is extensive and continually expanding, there has been little focus on pre‐purchase satisfaction of first‐time buyers and its likely impact on buying behaviour. Applies a field‐based approach to examine and assess the nature of pre‐purchase satisfaction and investigate its impact on first‐time buyer behaviour. Indicates that pre‐purchase satisfaction can be distinguished from anticipated satisfaction and that it helps to predict first‐time purchases. Discusses the implications of the findings and provides directions for further research.

The impact of service quality on customer satisfaction during detached housing construction in Australia is investigated for a targeted customer – one whose expectations focus on “price and product” and not “service quality”. The purpose of this paper is to see if service quality impacts on customer satisfaction during construction, despite the apparent conflict in expectations.

A detailed single case study methodology is used, focusing on the aforementioned customer as the unit of measure. A longitudinal design is employed by measuring customer satisfaction and service quality “gap scores” at four stages during construction, using a survey instrument adapted from the consumer research literature. This is coupled with qualitative interview data coded into a linked set of definable service incidents.

The study finds that irrespective of having price and product oriented pre-purchase expectations, customer satisfaction is closely related to perceptions of service quality during onsite construction. This only occurs for a selective set of “active” service quality dimensions – especially responsiveness and reliability dimensions. These dimensions appear to be driven by the customer’s underlying level of exposure to both positive and negative service incidents, and the ratio between the two appears to direct the strength and direction of “gap scores”. Once the physical end product materialises, the customer gradually focuses more on the objectivity and realisation this offers, and less on service quality.

The paper facilitates theory development in terms of generating testable variables effecting the dynamic relationship between service quality and customer satisfaction, during construction. The approach enables an increased ability to identify and explain how contextual variables, linked to specific customer types, impact on the relationship. The generalisability and validity of the findings are discussed.

The purpose of this paper is to explore the effects of Malaysian consumers' personal values and sales promotion preferences on their overall behavioural intention and purchase satisfaction.

In total, 1,300 questionnaires were distributed and collected by hand through hired enumerators in 13 different states in Malaysia (Johor, Kedah, Kelantan, Melaka, Negeri Sembilan, Pahang, Perak, Perlis, Pulau Pinang, Sabah, Sarawak, Selangor and Terengganu). This research was carried out for four different type of consumer product (convenience, shopping, specialty/luxury and unsought product). Data were analysed using General Linear Model-Multivariate Analysis of Variance (MANOVA) and General Linear Model-Univariate Analysis of Variance (ANOVA) to test for difference between independent and dependent variables.

The findings suggest that sales promotion technique preferences will have an impact on consumers' behavioural intention and purchase satisfaction for all the product types studied. On the other hand, there is no significant impact in consumers' purchases satisfaction and behavioural intention by personal value for all the product type studied.

The findings from this research have expanded current knowledge and academic studies done on similar areas of research where this research detail the association of personal value and sales promotion techniques preferences on consumers' purchase satisfaction (attitude) and behavioural intention (behaviour) for different types of consumer products. The research suggests to managers in Malaysia that it is crucial to understand the characteristics of their products when selecting appropriate strategies and sales promotion techniques for better market segmentation and targeting.

This research is the first of its type where only a minimal number of studies have looked into these issues (personal values and sales promotion techniques preferences) from a business perspective.

The purpose of this paper is to be the first to explicate the determinants of customers’ cross‐buying intentions in the banking services of Korea and Taiwan, and then explore the influence of cross‐cultural values, such as “Collectivism”, to the relationships between these determinants and customers’ cross‐buying intentions.

The authors employed a triangulation approach of structured surveys to 700 actual customers, and six interviews with professional senior managers engaged in customers’ cross‐buying activities of banking services in two countries – Korea and Taiwan. Confirmatory factor analysis and hierarchal multiple regression were conducted on these data using AMOS 10.1 and SPSS 12.0.

“Perceived value”, “Trust”, “Image”, and “Satisfaction” were found to be the determinants of customers’ cross‐buying intentions in the banking services of Korea and Taiwan, out of which “Trust” and “Satisfaction” were significantly influenced by “Collectivism”. The research also confirms that, even between countries with similar level of “Collectivism”, its influence can differ according to the determinants of cross‐buying intentions in banking services.

The conceptual model presented in this paper could be extended and tested on customers in an “Individualistic” culture, in future research. The analysis in the research could also be further elaborated for specific segments of customers.

This study investigated fashion involvement, pre‐purchase clothing satisfaction and clothing needs of petite and tall‐sized consumers. The differences between petite and tall‐sized consumers were compared, and the relationship among the three variables was examined. Petite and tall‐sized women's shopping characteristics were identified. The data were obtained through mail survey method. The final sample consisted of 177 petite and 144 tall women. Data were statistically analysed to fulfil the purpose of the study. Descriptive statistics, such as frequency, mean and standard deviation, were utilised to define the characteristics of the sample. Analysis of variance was tested to compare beliefs about clothing attributes. T‐test and analysis of covariance were utilised to determine if there is any difference between petite and tall women in terms of fashion involvement, pre‐purchase clothing satisfaction and clothing needs. Pearson Product Moment Correlation and Pearson Partial Correlation Coefficient were utilised to test the hypotheses. The results indicated significant but relatively low relationships among fashion involvement, pre‐purchase clothing satisfaction and clothing needs. Fashion involvement and clothing needs were positively correlated, while pre‐purchase clothing satisfaction and clothing needs were negatively correlated for both petite and tall‐sized women.

The purpose of this paper is to analyse the effect of positive online consumer reviews (OCRs) on changes in the individual’s evaluations from the pre-purchase to the post-consumption stage, studying satisfaction, attitude towards the firm and purchase intention. The effect of positive OCRs may differ depending on whether the product performance is high or low, i.e., whether the product meets the objectives of the consumer. So, the paper also explores different effects that positive OCRs can have on changes in the individual’s evaluations depending on the kind of performance.

Two studies based on the experimental methodology are carried out and several statistical techniques are applied: confirmatory factorial analysis, mixed between-within subjects analysis of variance and post-hoc analysis.

Results demonstrate that the effect of positive OCRs continues after consumption. Depending on the performance, this effect can be positive (negative) and verify (contrast with) the individual’s pre-purchase evaluations. Moreover, this effect is always more intense when the performance is low.

It explores the changes in the individual’s evaluations about the product and the firm, going beyond the immediate effect of positive OCRs. It also explains the effects of positive OCRs for high and low performance. Finally, it demonstrates that OCR effects are not symmetrical for high and low performance.

Discusses a recent study into the level of satisfaction experienced by franchisees in the Australian restaurant sector. A model of consumer buying behaviour was used to identify the characteristics of both franchisers and franchisees which contribute to owner‐manager satisfaction with the purchase and operation of a franchised small business. The post‐purchase intentions of franchisees, were also investigated. Based on the survey findings from nine companies and 127 of their franchisee owner‐managers, provides prognostic and diagnostic frameworks to assist both franchisers and franchisees in their selection of a suitable business partner and in specifying appropriate remedial action in marginal franchised outlets.

Consumer expectation not only influences purchase decision but also post-purchase satisfaction and word-of-mouth (WOM). This study aims to develop theories of initial expectation management by suggesting when it is desirable for new products to raise or lower consumer expectations. It systematically examines the interplay of product value and consumer heterogeneity in the dynamic process of new product diffusion under competition.

Drawing on traditional diffusion and choice models, this study develops an agent-based model to formalize and analyze how consumers’ initial expectations of a new product influence the interdependent processes of product sales, consumer satisfaction and WOM. The simulation analyses in controlled settings help understand the underlying mechanisms in a stepwise manner.

The results show that, although the optimal strategy for low-value products is to induce consumer expectations higher than product value, high-value products are better introduced with expectations formed close to it. The results also highlight an important drawback of “under-promising” strategies in reducing the base and volume of WOM. Further, the analysis illustrates how consumer heterogeneities in product valuation and initial expectation affect the effectiveness of expectation management. For high-value products, both heterogeneities reduce the effectiveness of the optimal strategy. For low-value products, however, value heterogeneity enhances the effectiveness, whereas expectation heterogeneity reduces it.

Firms introducing new products should be sensitive to how consumers value the product and form expectations about it. Different from firms that must rely on aggressive advertising to sell inferior products by building up high expectations, those with superior products can rely more on the power of consumer WOM, which is much less costly and thus gives them a competitive advantage. Firms should also pay attention to how diversified the consumers are in product valuation and expectation. The expectation management strategy is more effective when consumers form more similar expectations. Inferior firms may leverage this mechanism to neutralize their disadvantages.

The articulated mechanisms help push forward the research on new product diffusion and consumer expectation management. To the best of the authors’ knowledge, this is one of the first studies to systematically analyze the impact of consumer heterogeneity on the effectiveness of expectation management.

Aims to explicate the relationships between, and restrict the domains of, perceived service quality, perceived product value, product attitude, and customer satisfaction/dissatisfaction. Uses conceptual dimensions to explore similarities and differences between perceived service quality and related constructs. States that the conceptual analysis shows similarities, differences and inter‐relationships which are not always recognized in service quality research and management and suggests avenues for future research.

With the exigencies of health-care service quality to actualize sustainable socio-economic and developmental aspirations, in both peripheral and core countries, this paper aims to provide empirical evidence on health-care service quality and its precursor – patients’ satisfaction, and continuous service utilization.

A total of 398 screened questionnaires were analyzed from selected hospitals of the Koforidua, Ghana. Findings from the structural equation modeling showed a significant association among perceived quality, patients’ satisfaction and tangibility. Contrary to the expectations, the results did not show a significant association among the constructs – perceived quality, safety and empathy. Again, the model fit indices collaboratively showed that the hypothesized model overwhelmingly “fit” the sample data, and further proved the predictive robustness of the model.

The results of the analysis demonstrate that patients were discontent with empathy and safety measures at the hospitals. However, tangible and perceived quality were identified as significant predictors of patients’ satisfaction.

There is a dearth of empirical investigations on the assessment of health-care service quality and patients’ satisfaction in developing economies such as Ghana. Therefore, the implication of the study will equip the top hierarchy of the Health System of Ghana in achieving their mission, and objectives in line with quality service delivery. In particular, MoH and GHS can embark on a routine exercise to audit the hospitals for re-accreditation, and provide CCT cameras to improve safety and security conditions at the hospitals, while enforcing the culture of receptive hospital environment to improve empathy.