Differential Impact of Interpersonal Engagement Orientations on Customer Satisfaction ACRoss Cultures Through Customer Participation in Service Processes: a Structural Equation Modeling-Based Multi-Group Analysis

Satoshi Akutsu, Hitotsubashi University, Japan
Mayomi Haga, Hitotsubashi University, Japan
Yoshinori Fujikawa, Hitotsubashi University, Japan
Joji Ono, Aoyama Gakuin University, Japan
We examine how individual consumer’s influence and adjustment orientations affect customer satisfaction directly and indirectly via customer participation in service processes. Conducting a cross-cultural survey of the customers of a global educational service provider, we show that while adjustment positively impact on satisfaction via participation, its direct impact is negative.
[ to cite ]:
Satoshi Akutsu, Mayomi Haga, Yoshinori Fujikawa, and Joji Ono (2013) ,"Differential Impact of Interpersonal Engagement Orientations on Customer Satisfaction ACRoss Cultures Through Customer Participation in Service Processes: a Structural Equation Modeling-Based Multi-Group Analysis", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.