Consumer behavior of the information services industry in Taiwan – conceptual framework and hypotheses development

Abstract

Purpose The purpose of this article is to develop a model for examination of the relations among attributes, benefits, customer satisfaction, trust, commitment, and customer behavioral loyalty in a marketing system.

Design/methodology/approach In order to observe the behavioral sequence of relationship marketing and relationship quality, this paper aims to collect the relevant literature and infer to the conceptual framework.

Findings The conceptual model is at the level of the individual customer and proposes that benefits and customer satisfaction are positively related with respect to information services. This model also proposes that customer satisfaction and behavioral intentions are positively related and, thus, that product‐related and/or non‐product‐related attributes – functional, symbolic and/or experiential benefits – are determinants of whether a customer ultimately remains with or defects from a company.

Originality/value Suggesting a research agenda whereby information about individual‐level behavioral sequence of product‐related and/or non‐product‐related attributes and benefits can be monitored and linked to customer satisfaction data, in order to provide ongoing evidence of the impact of attributes and benefits on customer behavioral sequence.