The Indirect Influences of Cultural Values and Personality Traits on Customer Satisfaction Through Product Beliefs: The Case of Power Distance and Extraversion

摘要

Globalization and the growing availability of personal information through social networks have raised the importance for companies to adapt their marketing strategy to countries and consumer segments where they do business. In order to satisfy consumers successfully in different countries and consumer segments, firms need to understand and adapt to targeted consumers' cultural values and personality traits. The marketing literature has established such knowledge through separate analysis of the direct influences of cultural values and personality traits on customer satisfaction, but there is an absence of studies analyzing their simultaneous influences on customer satisfaction. Moreover, while the literature has demonstrated a salient role of product beliefs in the formation of customer satisfaction, no studies have explored whether and how product beliefs mediate the effects of cultural values and personality traits on customer satisfaction. Addressing these research gaps, this study seeks to answer the following research questions.. Do personality (extraversion) and culture (power distance) have simultaneous effects on affective and cognitive customer satisfaction? Are these effects mediated by product beliefs?