Abstract The cultural differences are important factors affecting satisfaction with customer, which specifically reflected in consumer attitudes to risk propensity.This paper models a way of considering increasing the risk aversion in the classical model of customer satisfaction, applicable to customer satisfaction for the conduct comparative research has important value. The purpose of paper is building a theoretical model of customer satisfaction extension, by which adding risk aversion variablesand verify the impact of risk aversion on customer satisfaction, respectively from products and services. The results show that perceived quality, perceived value and corporate image exists a positive impact with customer satisfaction, while risk aversion play an indirect effects roleon these factors exert mediated.
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Received: 19 January 2015
Published: 15 October 2015
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Corresponding Authors:
SUN Minggui
E-mail: sunmg@dhu.edu.cn
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