<The influence of consumer characteristics and situational factors on the relationship between satisfaction and satisfaction outcomes>

Doktorska disertacija naslovljena Utjecaj obilježja potrošača te situacijskih čimbenika na oblik odnosa između zadovoljstva i ishoda od zadovoljstva donosi cjelovit pregled relevantnih teorija i dosadašnjih istraživanja povezanih s temom. Jedan od glavnih ciljeva ove doktorske disertacije bio je utvrditi hoće li se oblik odnosa između zadovoljstva i ishoda od zadovoljstva mijenjati, te na koji način, pod utjecajem različitih obilježja potrošača te situacijskih čimbenika. U empirijskom dijelu rada provedena su četiri on-line eksperimenta s hipotetskim scenarijima, na primjeru tri različite usluge. Testiranje je provedeno u odnosu na dvije zavisne varijable koje su predstavljale moguće ishode od zadovoljstva (lojalnost iskazana u obliku namjera ponašanja te spremnost korisnika da plate uslugu). U empirijskom dijelu rada korištenjem GAMM modela analize dokazan je značajan utjecaj obilježja potrošača (uključenost, iskustvo) i situacijskih čimbenika (duljina odnosa, funkcionalni/hedonički motivi (kontekst) korištenja usluge) kako na sam oblik odnosa između zadovoljstva i ishoda od zadovoljstva tako i na nivo tolerancije korisnika usluge. Dokazano je postojanje linearnog, „S“ oblika i inverznog „S“ oblika odnosa. Rezultati također ukazuju na to da se oblik odnosa može značajno mijenjati ovisno o tome koju zavisnu varijablu koristimo. Veza između zadovoljstva i različitih ishoda od zadovoljstva nije uvijek linearna, stoga fokusiranje samo na zadovoljstvo potrošača, kao što je to bio slučaj u dosadašnjoj teoriji i praksi, nije dovoljno. Tvrtke mogu primijeniti sličnu proceduru korištenu u ovom radu kako bi bolje predvidjele reakcije potrošača na postojeća, ali eventualno i na nova obilježja proizvoda/usluga. Na taj bi način mogle odrediti kojim segmentima potrošača se „isplati” povećati razinu zadovoljstva (oduševiti ih), a kojim se više „isplati” smanjiti razinu nezadovoljstva ili, pak, održavati postojeću razinu zadovoljstva.The doctoral thesis entitled "The influence of consumer characteristics and situational factors on the shape of the relationship between satisfaction and returns on satisfaction" provides a comprehensive overview of relevant theories and empirical research related to the subject of the thesis. One of the main goals of this doctoral thesis was to determine whether the shape of the relationship between satisfaction and returns on satisfaction will change, and in what way, under the influence of different consumer characteristics and situational factors. In the empirical part of the thesis, four on-line experiments with hypothetical scenarios were conducted within three different services. Testing was performed in relation to two dependent variables that were possible outcomes of satisfaction (loyalty expressed in the form of intentional behavior and willingness of the user to pay the service). GAMM model was used to test the hypothesis. The results of the analysis showed significant influence of consumer characteristics (involvment, experience) and situational factors (length of the relationship, functional/hedonic motives (context)) on the shape of relationship between satisfaction and returns on satisfaction, but also on the level of service tolerance. There are evidence of linear, "S" shape and an inverse "S" shape of the relationship. The results also indicate that the relationship may change significantly depending which dependent variable is used. The relationship between satisfaction and different returns on satisfaction is not always linear, so focusing on consumer satisfaction alone, as it was usually the case with the theory and practice so far, is not enough. Companies can apply a similar procedure suggested in this paper in order to better predict consumer behaviour. In this way, it would be possible to determine for which consumer segment would be more effective to increase the level of satisfaction (to delight them) and for which consumer segment would be more effective to reduce the level of dissatisfaction or to maintain the existing level of satisfaction