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Effects of consumer goals on attribute weighting, overall satisfaction, and product usage

โœ Scribed by Ellen Garbarino; Mark S. Johnson

Publisher
John Wiley and Sons
Year
2001
Tongue
English
Weight
238 KB
Volume
18
Category
Article
ISSN
0742-6046

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โœฆ Synopsis

Abstract

With the use of field data from a live theater company, this article demonstrates that customers' goal orientation affects not only what information is used in assessing overall satisfaction, but also downstream measures of level of satisfaction and product usage. The study segmented the customers into four groups based on their goal orientations for the established arts goals of cultural enrichment and relaxation, finding that the different groups weigh the attributes of the service differentially in determining overall satisfaction based on each attribute's ability to fulfill their goals. Furthermore, customers whose goals match the organization's orientation give the product a higher evaluation and utilize it more often. ยฉ 2001 John Wiley & Sons, Inc.

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