An Empirical Study of Customer Loyalty by Korean Car Owners

다국어 초록 (Multilingual Abstract)

This study aims to address the concept of maker loyalty as it applies to automobile market in Korea. The study has two major objectives: 1) it examines the effects of expectation disconfirmation on loyalty behavior and on overall satisfaction, 2) it seeks to identify the effects of moderating variables such as situational variables and normative variables on loyalty behavior manifested by loyals as compared to non-loyals.
It was found that negatively disconfirmed expectation exerts greater impact on overall satisfaction as well as repurchase decision than positively disconfirmed expectation. The two maker loyalty groups (loyals vs. non-loyals) were shown to have different reactions to the moderating variables. Loyals were influenced by both situational and normative variables more significantly than non-loyals were. Managerial implications regarding enhancing customer loyalty are offered.

목차 (Table of Contents)

• An Empirical Study of Customer Loyalty by Korean Car Owners
• Asymmetric Effects of Expectation Dissonfirmation
• The Role of Moderating Variables
• METHODS
• Data
• Questionnaire
• Negative/Positive Disconfirmation
• Asymmetric Effects of Disconfirmation and Overall Satisfaction
• Conclusions and Implications