The Effect of Surprise on Customer Satisfaction: The Moderating Role of Status Consumption_

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題名：	The Effect of Surprise on Customer Satisfaction: The Moderating Role of Status Consumption
書刊名：	International Journal of Business and Information
作者：	Hsu, Yahui／Fang, Wen-chang／Tseng, Wang-yun
出版日期：	2016
卷期：	11:2
頁次：	頁199-232
主題關鍵詞：	Surprise；Status consumption；Satisfaction
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:0 點閱:5

This study focused on the moderating role of different levels of status consumption on surprise (independent variable) and customer satisfaction (dependent variable). Two types of products – utilitarian and hedonic – were introduced unexpectedly to elicit surprise from participants. Three control variables were included: age, preconsumption mood, and attitude toward the product. The experiment was manipulated with hypothetical scenarios in a 2 × 2 factorial design in a hotel setting. The sample population comprised 184 executive MBA students in northern Taiwan. Data from 176 of the participants were analyzed using the ANCOVA method. The results indicated that both utilitarian and hedonic products, given as a surprise, were effective in satisfying customers. The results showed, however, that customers with high levels of status consumption preferred hedonic products, whereas customers with low levels of status consumption preferred utilitarian products.

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