Consumer response tendency and its implications for satisfaction and recommendation intention

ABSTRACT It is important to understand customer satisfaction and loyalty from the perspective of business and services. However, when comparing these indicators among multiple services, it is doubtful whether superiority or inferiority in customer satisfaction and loyalty is due to different levels of service quality. In other words, there is a possibility that consumer response tendency may differ depending on the service and the attributes of the respondent. Few academic studies address response tendency in this context. This study filled this gap in the literature and clarify response tendency by service type, which has not been sufficiently addressed until now. This study evaluates the response tendencies of satisfaction and recommendation intention by service and respondent using an integrated survey covering 20 types of services. As a result of one-way analysis of variance, a high score was confirmed for the car sharing and streaming industries, for which consumer recommendations are incorporated into services, and the moving industry scored highly due to a high level of transparency in operations. Additionally, the younger generation, who habitually post recommendations on social networks, showed a significantly higher recommendation intention. This study shows that understanding respond tendency in advance and excluding bias from data provides truer results.