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Rational Antecedent Framework of Brand Satisfaction in the Industrial Market: Assessing Rational Perceived Quality and Rational Perceived Value Roles

Author

Listed:
  • Vonny Susanti

    (Graduate School of Management and Business, IPB University, Indonesia,)

  • Ujang Sumarwan

    (Department of Family and Consumer Science, Graduate School of Management and Business, IPB University, Indonesia)

  • Megawati Simanjuntak

    (Department of Family and Consumer Science, Graduate School of Management and Business, IPB University, Indonesia)

  • Eva Z Yusuf

    (Graduate School of Management and Business, IPB University, Indonesia,)

Abstract

Referring to the traditional paradigm, the industrial decision process is most likely influenced by rational aspects; is this perspective still relevant? The purpose of this paper is to explore further the role of rational satisfaction’s antecedents, particularly perceived quality and perceived value. This study conducts a literature review and an in-depth analysis of 10 papers published by reputable Scopus index publishers, with respondents from various industries and time horizon of the last five years. This study finds that rational aspects of perceived quality and perceived value influence satisfaction directly, moreover rational perceived quality influences perceived value, and indirectly influences brand satisfaction. However, the study finds that the emotional aspects are involved; although the final decision process is a dual process, the rational aspects still dominate the process of taking final decision.

Suggested Citation

  • Vonny Susanti & Ujang Sumarwan & Megawati Simanjuntak & Eva Z Yusuf, 2020. "Rational Antecedent Framework of Brand Satisfaction in the Industrial Market: Assessing Rational Perceived Quality and Rational Perceived Value Roles," International Review of Management and Marketing, Econjournals, vol. 10(1), pages 19-26.
    • Handle: RePEc:eco:journ3:2020-01-4
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    References listed on IDEAS

    as
    1. Elten Briggs & Fernando Jaramillo & Fabrizio Noboa, 2015. "Explicating customer orientation's influence on frontline employee satisfaction," The Service Industries Journal, Taylor & Francis Journals, vol. 35(3), pages 133-151, February.
    2. Oliver, Richard L & DeSarbo, Wayne S, 1988. "Response Determinants in Satisfaction Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(4), pages 495-507, March.
    3. Oliver, Richard L. & Balakrishnan, P. V. (Sundar) & Barry, Bruce, 1994. "Outcome Satisfaction in Negotiation: A Test of Expectancy Disconfirmation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 60(2), pages 252-275, November.
    4. R. Chumpitaz & N. Paparoidamis, 2007. "Service quality, relationship satisfaction, trust, commitment, and business-to-business loyalty," Post-Print hal-00199063, HAL.
    5. Wolfgang Ulaga & Werner Reinartz, 2011. "Hybrid Offerings: How Manufacturing Firms Combine Goods and Services Successfully," Post-Print hal-00642039, HAL.
    6. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    7. Shawnee K. Vickery & Cornelia Droge & Theodore P. Stank & Thomas J. Goldsby & Robert E. Markland, 2004. "The Performance Implications of Media Richness in a Business-to-Business Service Environment: Direct Versus Indirect Effects," Management Science, INFORMS, vol. 50(8), pages 1106-1119, August.
    8. Andreas Eggert & Wolfgang Ulaga & Franzizka Schultz, 2006. "Value creation in the relationship life cycle: A quasi-longitudinal analysis," Post-Print hal-00482487, HAL.
    9. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    10. Brock, Christian & Blut, Markus & Evanschitzky, Heiner & Kenning, Peter, 2013. "Satisfaction with complaint handling: A replication study on its determinants in a business-to-business context," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 319-322.
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    More about this item

    Keywords

    perceived quality; perceived value; customer satisfaction; rational evaluation; brand equity;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General

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