An Investigation into Determinants of Customer Satisfaction and Loyalty : The Moderating Effect of Customers' Knowledge Level & Industry Types

고객만족과 고객충성도의 결정요인에 관한 연구 : 고객지식수준과 산업형태를 조절변수로 한 비교연구

This study tested major determinants of customer satisfaction and loyalty by varying degrees of customers' knowledge level. Also, authors investigated the degrees of those impacts by classifying industries into two groups(service/manufacturing). Based on 4,000 completed surveys from five major cities, authors found the relationship among perceived quality, perceived value, and corporate image with customer satisfaction and customer loyalty. As a result, corporate image(extrinsic cue) was a major determinant to customers who are low knowledgeable and impacts of corporate image on customer satisfaction was stronger in service industry than manufacturing industry.