The marketing research of expecting to evaluate and stating expectation on evaluations, customer satisfactionson evaluations and post-purchase

• Main Authors: Wen-Ta Chiang, 江文達
• Other Authors: Yong-Qing Ho
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/95431890774866764606

碩士 === 中國文化大學 === 國際企業管理研究所 === 90 === This study empirically examines the relationship between expecting to evaluate and stating expectation on evaluations, customer satisfactions on evaluations and post-purchase. In addition, this paper speculates product involvement moderate the association between expecting to evaluate and stating expectation on evaluations, customer satisfactions on evaluations and post-purchase. The research problem of this paper is found in the existing literature. In general thinking, if the manager emphasizes more the customer satisfactions, expecting to evaluate and stating expectation on evaluations will have less customer satisfactions. In summary, what is the relationship between expecting to evaluate and stating expectation on evaluations, customer satisfactions on evaluations and post-purchase? This is an unanswered question. The purpose of this paper is to explore their relationship. An analytical approach of methodology is applied to analyze the parsimonious relationship by the cross-sectional survey. The data is composed of expecting to evaluate and stating expectation on evaluations, customer satisfactions on evaluations and post-purchase and is collected by 200 questionnaires. Customers were asked about their, customer satisfactions, product involved and post-purchase tend. Of all samples, 200 different service students were asked. Finally, the results indicate that evaluate and stating expectation on evaluations is positively related to customer satisfactions. However, these hypotheses were supported by the empirical data. The contribution of this paper has two aspects. The theoretical: the paper can answer the research problem. The practical: this paper can offer insights into customer satisfactions as to how to enhance customer satisfactions.