Facets, Dimensions, and Gaps of Consumer Satisfaction: An Empirical Analysis of Korean Consumers

Abstract

Focus group interviews with Korean TV consumers and marketing research staff helped generate 17 facets of consumer satisfaction. Using a principal components factor analysis with the varimax rotation, 17 items were loaded on five factors: purchase, service, features, image, and performance. The rank of factors in terms of the perceived importance for Korean consumers’ buying and consuming TV products lies in the following sequence of product performance (two items), services (three items), image (three items), purchase (five items), and features (four items). A fourth-order partial correlation revealed that Korean consumers’ brand switching intention was significantly affected by Korean TV customers’ perceived gaps in service items only.