A Study on Customer Satisfaction across Information Search Behavior Typology

Wahyuningsih Wahyuningsih (Master of Management Program, University of Tadulako, Palu, Sulawesi Tengah)
Johnny Tanamal (Management Study Program, University of Tadulako Palu)

Gadjah Mada International Journal of Business
Vol 10, No 1 (2008): January - April

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.