CONSUMER PENALTY EVALUATION: DIFFERENCES BETWEEN COOPERATIVE AND REBELLIOUS CUSTOMERS

Young Sally K. Kim

International Journal of Management and Marketing Research, 2010, vol. 3, issue 1, 19-36

Abstract: This research investigates different types of antecedents such as fairness, disconfirmation and emotion and their influences on different types of satisfaction and behavioral intentions. It also examines how different types of customers, cooperative vs. rebellious, respond to penalties differently. Based on existing literatures, the study proposes a model that views transaction-specific satisfaction as a mediator between cognitive and affective antecedents and overall satisfaction and repurchase intentions. The model is tested on data collected via online survey. The study found that affective and cognitive antecedents have differential impacts on two types of satisfaction judgments, transaction-specific satisfaction and overall satisfaction, and behavioral intentions to repurchase. For example, the influence of emotion is fully mediated by transaction-specific satisfaction while cognitive antecedents have direct influences on both transaction-specific satisfaction and overall satisfaction. Customers weigh transaction-specific evaluations, penalty-related evaluations such as fairness, disconfirmation, emotion and dissatisfaction with the penalty, and global satisfaction evaluation differently based on their relationship with the company. Cooperative customers weigh overall satisfaction more heavily than transaction-specific evaluations. Rebellious customers weigh transaction-specific evaluations more heavily than overall satisfaction. Implications for measurement and management are offered.

Keywords: customer satisfaction; transaction-specific satisfaction; mediator; cognitive antecedents (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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