Towards an understanding of satisfaction : the experiential and affective components

Uche, UO

Abstract

The research investigates factors driving consumer satisfaction by examining the
experiential and affective components of satisfaction. This research was motivated by
the fact that service firms have tried to deal with the complexities of consumer
satisfaction by often heavily depending on satisfaction scoring which follows that high
scoring implies that consumers are satisfied with their offerings, while on the other hand
low scoring implies that they are not satisfied. These processes are commendable
however satisfaction scoring fails to capture certain facets in consumers' service
experiences that are highly valuable to the consumer while judging a service
consumption experience as satisfying. Using a realist perspective and content analysis,
the research was conducted in two phases and both were carried out by using qualitative
research techniques. The research allowed for the use of consumers sense making
privileges, in the study of satisfaction from their individual service experiences in select
service organisations which are; hospitality, mobile phone, health and airline industries.
In the first study, a semi-structured interview was used as a primary source of data
collection. The second study involved the use of recorded video clips depicting service
events, whereby participants were asked to identify and evaluate the activities therein
based on how they feel about it. The study provides empirical evidence for experiential
and affective compositions of satisfaction from the consumers' point of view, leading to
the development of a conceptual framework of consumer satisfaction, such as: speedy
delivery, staff competency, care/ personalisation, safety, information exchange, service
environment, promise delivery and other consumer activities/ dead time management.

• Thesis Type: Thesis
• Deposit Date: Aug 13, 2021
• Award Date: Jan 1, 2013