Consumer Behaviors and Customer Satisfaction: Any Value Created?
Society of Interdisciplinary Business Research, Vol 1, No. 1, June 7-9, 2012, Paper # 2012-048, Bangkok: Thailand. ISSN # 2223-5078
15 Pages Posted: 13 Jun 2012
Date Written: June 7, 2012
Numerous market studies have pointed out the importance of ensuring customer satisfaction (Anantadjaya, et al, 2011; 2007; Peter and Olson, 2010; Walidin, 2007; Waskita, 2007). It has been cited in many publications that organizations ought to relay “going-the-extra-miles” types of services to continuously improving the level of customer satisfaction. Also, it has been cited in many publications that issues surrounding consumer behaviors may have influential impacts on maintaining and/or otherwise pushing customer satisfaction (Baucell, et al, 2007; Kotler and Armstrong, 2004; Peter and Olson, 2010). Undoubtedly, understanding consumer behaviors becomes an everincreasingly important pillar in today’s economy. The betterment in understanding consumer behaviors may provide a solid stepping-stone in pushing for a higher ground on customer satisfaction.
Qualitatively, preliminary studies have been undertaken concerning the connection between consumer behavior and customer satisfaction (Anantadjaya, et al, 2011; 2007; Walidin, 2007; Waskita, 2007). This paper attempts to note the impact of understanding consumer behaviors on customer satisfaction, as well as studying the level of influence on organizational value-creation. Building on the preliminary studies, which have emphasized in examining cars, motorcycles, and food industries, this paper targets micro/small establishments within the service industry. Micro/small establishments are chosen as the main object in this study since these micro/small businesses are the backbone of country’s economy around the world for years (Anantadjaya, et al, 2011; Ebert and Griffin, 2005). Quantitatively, it is expected that the better understanding on consumer decision-making process (Baucell, et al, 2007; Solak, et al, 2006) may lead to a better customer satisfaction level. Hence, the higher customer satisfaction may able to create value for the organizations.
A cluster sampling method is incorporated in this study to note the characteristics of those micro/small businesses in certain locations. Variables chosen as proxies to represent the consumer behaviors are mainly based on the multi-attribute model, which covers affection and cognition, product knowledge and involvement, attention and comprehension, as well as attitude and intentions (Baucell, et al, 2007; Peter and Olson, 2010; Solak, et al, 2006). Variables chosen to represent the customer satisfaction are mainly based-on the traditional service quality (“SERVQUAL”) dimensions of tangible, reliability, responsiveness, assurance, and empathy (Anantadjaya, et al, 2011; 2007; Nawangwulan, et al, 2007; Padhy, et al, 2007; Padhy, 2006; Yogaswara, et al, 2007; Zeithaml, et al, 2009). Variables chosen as proxies to represent the creation of value are mainly based on the notion on value-based management (“VBM”), which mainly includes margin, turnover, leverage, tax savings, and growth opportunities (Angel and Brewer, 2003; Copeland, et al, 2000; Soliman, 2007; Weaver and Wetson, 2003).
Research is conducted by gathering data from primary and secondary sources within the service industry in Bandung. Those micro/small businesses are mainly targeted to cakes/bakery, hair-dressers, barbershops, laundry/dry cleaning, copy center, delivery/courier, computer/internet rentals, and tutorial centers (language, computer, and school subjects/classes). As stated, it is expected that such studies would reveal the significance of consumer behavior in boosting the customer satisfaction level toward organizations’ value-creation. It is expected that such issues are mostly true for micro/small businesses, perhaps.
Keywords: consumer behavior, customer satisfaction, service quality, value-based management, micro/small organizations
JEL Classification: M00, A00, M10, M20, M30
Suggested Citation: Suggested Citation