This study was conducted with a view to applying the concept of customer loyalty to Korean automobile market. This study`s research objectives are threefold; 1) to verify the effects of expectation disconfirmation on overall satisfaction and repurchas...
This study was conducted with a view to applying the concept of customer loyalty to Korean automobile market. This study`s research objectives are threefold; 1) to verify the effects of expectation disconfirmation on overall satisfaction and repurchase intention, 2) to classify customers into four loyalty groups based on the interaction between expectation disconfirmation and repurchase intention, 3) to determine the effects of exogenous variables such as normative and situational variables on the loyalty groups. According to the study results, negative disconfirmation was found to affect overall satisfaction and repurchase intention more than positive disconfirmation. Also, this study found that the four loyalty groups(loyal, spurious, latent, and non-loyal) responded differentially to the exogenous variables. Finally, this study provides managerial implications regarding customer segmentation strategy to increase customer loyalty.