2015 Fiscal Year Final Research Report
Customer Satisfaction Creation in Group Service Consumption: Cross-Cultural Moderators
| Project/Area Number |
26590074
|
|---|
| Research Category |
Grant-in-Aid for Challenging Exploratory Research
|
| Allocation Type | Multi-year Fund |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Aoyama Gakuin University |
|---|
Principal Investigator |
|
|---|
| Co-Investigator(Kenkyū-buntansha) |
MATSUSHITA Koji 中央大学, 戦略経営研究科, 教授 (40329008)
SAITO Kaichi 明治学院大学, 経済学部, 教授 (50328671)
|
|---|
| Project Period (FY) |
2014-04-01 – 2016-03-31
|
| Keywords | 商学 / サービス / 顧客満足 / 文化的自己観 / グループ消費 |
|---|
| Outline of Final Research Achievements |
We propose a model in group service consumption that includes an effect of Perceived Other’s Satisfaction on CS. This study regards CS creation as a regulation process. We also suggest that self-construal, a cultural factor, moderates the process.
We conducted an online experiment using the scenario of a party at a restaurant for a colleague with data from the U.S. and Japan, representative of high-independent and interdependent societies, respectively. The results suggest that a focal customer in a group regulates his CS moderated by his self-construal. We clarify that the degree of the other customer’s experience drives the regulation and play a part in Separable or Inseparable Integration.
|
| Free Research Field |
商学（消費者行動）
|
