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How do customers' motivational orientations affect satisfaction?

Cheung, Millissa; To, W. M.


W. M. To


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.

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
Keywords customer motivational orientation, customer satisfaction, perceived service quality, China