Toward a Better Understanding of the Effects of Customer Education on Usage Behavior and Satisfaction

Benoit AUBERT, Grenoble Ecole de Management, France
This research aims to better understand the effects of post-purchase customer education on the skills, usage behavior and satisfaction of consumers. To this effect, a structural model was designed. It highlights the important role played by the improvement of consumers’ skills on satisfaction. It also shows that the variety and frequency of product usage are positively influenced by customers’ skills, but that usage intensity does not necessarily affect customer satisfaction. Finally, the effects of customer education on satisfaction are moderated by customer product category expertise.
[ to cite ]:
Benoit AUBERT (2008) ,"Toward a Better Understanding of the Effects of Customer Education on Usage Behavior and Satisfaction", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 920-921.