Regional differences in customer satisfaction in China

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Jinsong Huang
Xia Wang
Rong Chen
Cite this article:  Huang, J., Wang, X., & Chen, R. (2011). Regional differences in customer satisfaction in China. Social Behavior and Personality: An international journal, 39(10), 1403-1412.


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Regional differences in customer satisfaction were examined, with a focus on the relationship between economic development and customer satisfaction. The moderating roles of regional economic development on the associations between customer satisfaction and its antecedents were also examined. Participants were 11,042 consumers in 8 durable goods categories across 21 cities in China. Results based on hierarchical linear models suggest that customer satisfaction with products is negatively related to regional economic development. In addition, it was found that the impacts of expectation and perceived value on customer satisfaction varied across regions depending on level of economic development.

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