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How does customer motivational orientation affect satisfaction?

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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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Authors and Affiliations

  1. Macao Polytechnic Institute, Macao, People's Republic of China

    Millissa Fung-Yi Cheung & Wai-Ming To

Authors
  1. Millissa Fung-Yi Cheung
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  2. Wai-Ming To
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Correspondence to Wai-Ming To.

Appendix

Appendix

Table A1

Table A1 Measurement items
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Cheung, MY., To, WM. How does customer motivational orientation affect satisfaction?. J Financ Serv Mark 17, 135–147 (2012). https://doi.org/10.1057/fsm.2012.11

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  • DOI: https://doi.org/10.1057/fsm.2012.11

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