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All Journal Gadjah Mada International Journal of Business
Johnny Tanamal
Management Study Program, University of Tadulako Palu
Economics, Econometrics & Finance

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A Study on Customer Satisfaction across Information Search Behavior Typology Wahyuningsih Wahyuningsih; Johnny Tanamal
Gadjah Mada International Journal of Business Vol 10, No 1 (2008): January - April
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (97.24 KB) | DOI: 10.22146/gamaijb.5585

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.
Co-Authors Wahyuningsih Wahyuningsih