Examination of satisfaction in cross‐product group settings

Abstract

Purpose

The purpose of this paper is to test a model that examines whether the “meets expectations” and “affective feeling state” perspectives of satisfaction are distinct constructs in a cross‐product group setting with products that have disparate levels of consumer involvement, and to test whether the constructs' influence on (re)purchase behavior are (dis)similar across product groups.

Design/methodology/approach

New measures were developed for a survey that was administered to mid‐Western US respondents. Structural equation modeling was used to analyze the data and test hypotheses that were developed from extant literature.

Findings

The study's findings suggest there is external validity that meets expectations and affective feeling state are two distinct constructs, and that while each construct's influence on (re)purchase behavior varies across product groups, the comparative influence differs from what is suggested in extant literature.

Research limitations/implications

Only three brands, each of which is relatively affordable were used in the study and the survey was completed with university students and with respondents from a broad range of age and socio‐economic backgrounds.

Practicable implications

This study provides a foundation for future cross‐product group research, and reveals marketers' need to develop strategies with dual goals of meeting consumers' expectations, and developing positive consumer affective feelings.

Originality/value

This study is a benchmark comparative cross‐product group consumer satisfaction study.

Citation

Allen Broyles, S., Ross, R.H. and Leingpibul, T.(D). (2009), "Examination of satisfaction in cross‐product group settings", Journal of Product & Brand Management, Vol. 18 No. 1, pp. 50-59. https://doi.org/10.1108/10610420910933362