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How does customer motivational orientation affect satisfaction?
Author(s)
Date Issued
2012
Publisher
Basingstoke: Palgrave Macmillan
ISSN
1363-0539
1479-1846
Citation
Journal of Financial Services Marketing, Jul 2012, vol. 17(2), pp. 135-147.
Type
Peer Reviewed Journal Article
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.
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