Regional differences in customer satisfaction in China

• Jinsong Huang

  Beihang University

• Xia Wang

  Renmin University of China

• Rong Chen

  Tsinghua University

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.

1. Jinsong Huang, Beihang University
   Department of Business Administration, School of Economics and Management
2. Xia Wang, Renmin University of China
   Department of Marketing, School of Business
3. Rong Chen, Tsinghua University
   Department of Marketing, School of Economics and Management

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