How do consumers' motivational orientations affect satisfaction?

Millissa Cheung, Wai Ming To*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

This study examines the link between customer motivational orientation and customer satisfaction in the Chinese context. The customer motivational orientation–satisfaction model was tested on 349 Chinese bank customers in Macao, China. Results of structural equation modelling indicated that task-oriented and interaction-oriented customers were not equally responsive to the financial services provided. Specifically, task motivational orientation was directly and indirectly related to customer satisfaction through customer perceived service quality, whereas interaction motivational orientation only linked to customer satisfaction through customer perceived service quality as a mediator. The theoretical and practical implications of the findings are discussed.

Original languageEnglish
Pages (from-to)135-147
Number of pages12
JournalJournal of Financial Services Marketing
Volume172
Issue number2
DOIs
Publication statusPublished - 24 Jul 2012
Externally publishedYes

Fingerprint

Dive into the research topics of 'How do consumers' motivational orientations affect satisfaction?'. Together they form a unique fingerprint.

Cite this