How do customers' motivational orientations affect satisfaction?

Cheung, Millissa; To, W. M.

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.

Citation

Cheung, M., & To, W. M. (2012). How do customers' motivational orientations affect satisfaction?. Journal of Financial Services Marketing, 172(2), 135-147. https://doi.org/10.1057/fsm.2012.11

• Journal Article Type: Article
• Online Publication Date: Jul 24, 2012
• Publication Date: 2012-07
• Deposit Date: Feb 7, 2023
• Journal: Journal of Financial Services Marketing
• Print ISSN: 1363-0539
• Publisher: Palgrave Macmillan
• Peer Reviewed: Peer Reviewed
• Volume: 172
• Issue: 2
• Pages: 135-147
• DOI: https://doi.org/10.1057/fsm.2012.11
• Keywords: customer motivational orientation, customer satisfaction, perceived service quality, China