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An investigation of the cross-national determinants of customer satisfaction

Forrest V. Morgeson III, Sunil Mithas, Timothy L. Keiningham and Lerzan Aksoy, in Journal of Service Management, 02/2011

Many multinational corporations have implemented cross-national satisfaction measurement programs for tracking and benchmarking the satisfaction of their customers across their various markets. These companies measure satisfaction with the goal of maximizing customer loyalty and the financial benefits associated with loyalty. However, existing research comparing consumer satisfaction across nations is limited, with the few existing studies examining only a small number of countries or predictors of satisfaction, or a small group of consumers within a particular economic sector. This investigation aims at expanding our knowledge of the determinants of cross-national variation in customer satisfaction.