A Study on Customer Satisfaction across Information Search Behavior Typology

  • Wahyuningsih Wahyuningsih University of Tadulako
  • Johnny Tanamal University of Tadulako
Keywords: consumer behavior typology, rational-active, relational-dependent, repeat-passive, satisfaction

Abstract

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.

References

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Published
2008-01-12
How to Cite
Wahyuningsih, W., & Tanamal, J. (2008). A Study on Customer Satisfaction across Information Search Behavior Typology. Gadjah Mada International Journal of Business, 10(1), 25-46. Retrieved from https://dev.journal.ugm.ac.id/v3/gamaijb/article/view/14946