The structure of consumers' satisfaction: Cross-product comparisons

Abstract

Consumer behavior researchers have become interested in developing direct measures of consumer satisfaction. The value of any such assessment would be greatly enhanced if a single instrument or scale could be used with a variety of products. This requires that similar factors be represented in different sets of appraisals. Factors from ratings of four different products are described and compared here. The factor loading matrices are found to be very similar in both an intuitive and a statistical sense.