Customer characteristics, satisfaction, and repurchase intention

One area of services marketing which has remained relatively underdeveloped, is the nature of the relationship between customer satisfaction and loyalty, and the moderating influences on this relationship, despite the fact that loyalty is essential for service business survival (Reichheld, 1993). This paper reports research regarding the relationship between consumer satisfaction, repurchase intention, and demographic characteristics. A telephone survey was conducted of 500 city residents, focusing on their visitation of tourism special events. The study found support for the findings of some recent, non-Australian, non-services research studies, in that respondent demographics were found to moderate the relationship between satisfaction and repurchase behaviour (in this case, repurchase intention), in an Australian services context.

Emotional intelligence, attachment styles and couple relationship satisfaction

This study examined links between emotional intelligence (EI), attachment styles and gender as part of a larger study into the relationship between EI and relationship satisfaction. Two hundred and forty-six participants (age range 18-79, M=36.41, SD=13.78) were recruited via media advertisements. They completed measures of EI and attachment style in addition to providing demographic information. A significant main effect was found for attachment style across all aspects of EI. For gender, a significant main effect was found only for the empathy aspect of EI. Further, significant effects were found for the interaction of gender and attachment on both the mood and empathy factors of EI. These differences are discussed in the context of attachment style theory.

Service guarantees and customer satisfaction: an empirical study of guarantee type and service experience

Scenario analysis was used to examine empirically the relationships between guarantee type and service experience, and consumer satisfaction, for the service of an Internet Service Provider (ISP). The scenarios involved hypothetical situations in which several factors were varied: the existence of a problem; the invocation of a guarantee, the identity of the invoker; and the manner of resolution of any problem. Alternative service guarantees were associated with each hypothetical experience: a specific guarantee, and an unconditional guarantee. Overall, consumer satisfaction related to the nature of the service experience much more strongly than it did to the difference in guarantee type.

Correlates of student satisfaction with study modes

Research into the outcomes for students of different study modes has generally concluded that there is ‘no significant difference’ between outcomes for students studying face-to-face and for those studying by a variety of distance or flexible means. As the shift towards CIT-based and independent learning for oncampus students accelerates, it is important to establish how student outcomes are affected. This paper reports on a survey of the experiences and satisfaction of oncampus students with different learning environments and compares the satisfaction of those students who have experienced both on- and off-campus study. These comparisons were made based on students’ employment status and their reasons for studying off-campus. The findings revealed that students were significantly less satisfied with their off-campus than on-campus experience regardless of their work status. Further, the results indicate an association between students’ satisfaction with off-campus study and their reasons for studying off-campus. Given the evidence provided in this paper in support of face-to-face learning environments for ‘conventional’ on-campus students, both academics and administrators have an interest in ensuring that it remains central to the higher education experience of current and future students.

Employer requirements of economics graduates and the implications for undergraduate economics programs

In recent years there has been considerable debate about the general decline in the number of students undertaking bachelor degrees and majors in economics. The discussion has stemmed mainly from a supply-side perspective of the economics education market. The goal of this paper is to add another dimension to the debate and report the results of a survey of employers of economics graduates. Drawing on the extensive customer services literature it is argued that a market oriented, or demand-side analysis is also an important component in redressing low student enrolments and retention. A first step in adopting a market oriented approach is to determine the skills required of the economics graduates entering the jobs market. With the support of The Economics Society of Au~tralia, twenty-nine public and private sector employers were surveyed in 2002. The aim of the survey was to establish the demand for economics graduates with bachelor and honours degrees, the skills and knowledge required of these graduates, and the performance of such graduates. The study found that economic knowledge and skill were important to employers. However, the skills rated most important by employers were the more general or 'generic' skills of clear writing, data analysis, interpersonal skills and a practical problem-solving orientation. While graduates generally performed satisfactorily in relation to the economic skills required by employers, this was not the case for generic skills. The result of the survey findings have some significant implications for the content and teaching of undergraduate economics programs. This paper outlines these implications and also discusses areas for future research It is argued that such research should aim to utilize both the demand and supplyside perspectives with the development of more precise definitions and measurement of the economic skills required by the various stakeholders in the economics education market.

The relevance of demographic variables in assessing student satisfaction: a study of international postgraduate students

Servicing an increasingly diverse international student community in the globally competitive education market is a challenge faced by Australian universities. Market forecasts indicate a seven-fold increase in the number of students seeking higher education overseas by 2025 (Bohm et al, 2002) and with the growing diversity and competitiveness of the industry, universities will need to focus on factors influencing student satisfaction to improve service quality where required.

This paper, using logistic regression, ANOVA, and MANOVA, investigates the influence of country, age and gender with regard to satisfaction among international postgraduate students from four Asian countries studying in universities in Victoria. The results indicate that there is an inverse relationship between age and satisfaction among postgraduate students while the gender of the students does not have an impact on satisfaction, and that significant differences are evident between the four countries investigated with respect to the levels of satisfaction.

Student satisfaction : impact of age and gender on satisfaction among international postgraduate students from Asia

Customer satisfaction is a core-marketing concept. It is considered as a major outcome of marketing activity and serves to link processes, culminating in purchase and consumption with post-purchase phenomena such as attitudinal change, customer retention, repeat purchase, brand loyalty, positive word-of-mouth communication. Student satisfaction is a strategic factor in developing a competitive advantage in the highly attractive and globally competitive international education market. Market forecasts indicate a seven-fold increase in the number of students seeking higher education overseas by 2025 and given the competitiveness of the industry, universities will need to focus on variables influencing student satisfaction in order to address areas where improvements in service quality are required.

A sample of 371 postgraduate students from China, India, Indonesia and Thailand, is investigated. The study highlights the development of a scale to measure international postgraduate student satisfaction. The scale demonstrates the importance of four predominant factors influencing university choices - Education Resources; Communication and Guidance; Customer Value and Study Outcomes; and Image, Prestige and Recognition. Using logistic regression and chi square testing, this paper investigates the impact of age and gender on satisfaction among international postgraduate students from four Asian countries studying in universities in Victoria, Australia, on theses factors. The results indicate that age has a positive relationship with satisfaction among postgraduate students while the influence of gender has no effect on influencing satisfaction among postgraduate students from Asia.

The relationship between AFL season-ticket holder satisfaction and sponsor-related behaviour

In a sporting context, it has been acknowledged that fan attention and response to sponsorship is affected by a range of variables, including the duration of sponsorship and fan commitment to the sporting organisation. The results of surveys of the members of five AFL clubs indicated that there is a positive relationship between the satisfaction level of season-ticket holders and their orientation toward club sponsors’ products and brands. Despite the weak relationships found in this research, the results suggest that more satisfied season-ticket holders will seek to use club sponsors’ products, and this is yet another reason to manage the satisfaction of customers.

A comparison of the satisfaction of first year members with renewing members : differences in antecedents and outcomes

In membership organisations it is common for a large number of first year members not to renew. The research reported here looks at members of a professional sporting organisation and compares the responses to a satisfaction survey of first year members with those of longer-term members. The results show that although the level of overall satisfaction was no different between first year and longer-term members, their overall satisfaction was influenced by different aspects of the package. Specifically, communications from the club, on-field performance during the year and the perceived level of personal involvement with the club were the aspects of the membership service that had a distinguishing influence on overall satisfaction. These findings imply that the experience of new members is different from that of existing members, and that there is sense in managers distinguishing between first year and other members when developing marketing tactics aimed at increasing renewals.

Loyalty program attributes and their influence on retail customer satisfaction

This paper empirically examines the extent to which loyalty program attributes explain variations in satisfaction with the retail offer. Two dimensions of loyalty program attributes are introduced including hard attributes and soft attributes. Store satisfaction is examined in terms of the elements of the retail offer. The results suggest that emphasis on hard and soft attributes enhance customer satisfaction with a retailers’ merchandise, trading format, customer service and customer communication. Additionally, hard attributes have a more significant influence than soft attributes on satisfaction with all elements of the retail offer excluding merchandise.

The degree of job satisfaction experienced by site-based construction professionals

The construction industry worldwide is having problems attracting and retaining skilled workers. This study analyses a series of factors affecting job satisfaction of site-based construction professionals employed in medium to large scale metropolitan construction firms in Melbourne, Australia. The industry survey carried out identified salary as the strongest determinant of job satisfaction. However, many respondents reported being dissatisfied with pay levels when compared to other industries and the number of work hours expected. The greatest causes of dissatisfaction were related to difficulties in maintaining a work-life balance. The indicator "Variety, interest and challenge" was the most frequently cited positive aspect of a career in construction. Given the shortage of skilled construction workers in Australia, it is important for companies to maximise the retention of site-based construction professionals and ensure that key job satisfaction indicators are met.