TY - JOUR
T1 - The effects of advertising spending on satisfaction
T2 - A comparison study of bank and supermarket industries
AU - Ha, Hong Youl
AU - Muthaly, Siva
PY - 2008
Y1 - 2008
N2 - This study proposes a framework explaining customer satisfaction responses in the banking and supermarket industries. The proposed model is grounded in the traditional B2C link, but also explicitly incorporates advertising spending and perceived quality into the theoretical framework. The hypothesized model was analyzed using partial least square (PLS) regression. The study results partially support the linkage of advertising spending to perceived quality, but also show that the advertising spending and customer orientation link is closely related to customer satisfaction through perceived quality in the supermarket industry. Interestingly, the relationship between perceived quality and satisfaction is not significant in the banking industry, indicating that the prior evidence may have to be reconsidered.
AB - This study proposes a framework explaining customer satisfaction responses in the banking and supermarket industries. The proposed model is grounded in the traditional B2C link, but also explicitly incorporates advertising spending and perceived quality into the theoretical framework. The hypothesized model was analyzed using partial least square (PLS) regression. The study results partially support the linkage of advertising spending to perceived quality, but also show that the advertising spending and customer orientation link is closely related to customer satisfaction through perceived quality in the supermarket industry. Interestingly, the relationship between perceived quality and satisfaction is not significant in the banking industry, indicating that the prior evidence may have to be reconsidered.
UR - http://www.scopus.com/inward/record.url?scp=85006323186&partnerID=8YFLogxK
U2 - 10.1080/10641734.2008.10505250
DO - 10.1080/10641734.2008.10505250
M3 - Article
AN - SCOPUS:85006323186
SN - 1064-1734
VL - 30
SP - 87
EP - 97
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 2
ER -