Sociodemographic and Psychographic Influences on the Factor Structure...

Background

Literature on CS in different settings exists revealing that there is an asymmetric relationship between attribute level of performance and overall satisfaction (e.g. Matzler et al. 2004).

Three-factor structure of CS: 

basic factors (dissatisfiers), excitement factors (satisfiers), performance factors (hybrids) (e.g. Füller & Matzler, 2008; Matzler et al., 2005). Factor classification method:  Penalty-Reward-Contrast-Analysis (PRCA) (Brandt, 1987; Albyrak & Caber, 2013)

Objective

This research project investigates sociodemographic and psychographic influences on the three-factor structure of CS in different settings and with different methods.

Conclusions

Marketers are well advised to take different moderators of CS into account (gender, personality, attachment style) and to tailor CS strategies to different customer segments according to the factor structure of CS.