The effect of surprise on customer satisfaction-The moderating role of status consumption

• Main Authors: Tseng, Wangyun, 曾琬筠
• Other Authors: Fang, Wenchang
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/30903078845862920972

碩士 === 國立臺北大學 === 企業管理學系 === 99 === The concept of surprise has been studied in previous literatures, but the investigation into the effect of surprise and status consumption on customer satisfaction is scant. Thus, this study aims at the moderating role of different levels of status consumption. Besides, two types of products were added into this study. They showed up unexpectedly, in order to elicit the emotion of surprise from customers. The experiment was manipulated with hypothetical scenarios in a 2 × 2 factorial design in a hotel setting. Participants were 184 EMBA students, and yet a total of 176 were used to analyze by using ANCOVA method. The results indicated that both utilitarian and hedonic products showed up unexpectedly were effective in satisfying customers. Customers with high levels of status consumption would prefer hedonic products that come from a surprise. Conversely, customers with low levels of status consumption would prefer utilitarian products that come from a surprise.