Vous êtes sur la page 1sur 16

MODELLING CUSTOMER SATISFACTION AND CONSEQUENCES IN THE DIRECT SALES INDUSTRY

Rosidah Musa
B. Sc (Business Administration) Indiana State University, Indiana, USA (1985) Master of Business Administration, Southern New Hampshire University, New Hampshire, USA (1986)

A thesis submitted in fulfillment of the requirement for the Degree of Doctor of Philosophy of the university of Wales, Cardiff Department of Marketing and Strategy, Cardiff Business School (2004)

II

TABLE OF CONTENTS
CONTENTS DECLARATION... TABLE OF CONTENTS. LIST OF TABLES LIST OF FIGURES.. LIST OF CHARTS LIST OF APPENDICES... ABSTRACT DEDICATION... ACKNOWLEDGMENT.. Chapter One: Introduction to Thesis... Introduction . Research Rationale 1.2.1 Research context perspective. 1.2.2 Theoretical perspective.. 1.2.2.1 Expectancy Disconfirmation Paradigm (EDP).. 1.2.2.2 Conceptualisation of Customer Satisfaction in the Direct Sales Context.. 1.2.2.3 The Consumption System Approach. 1.2.2.4 The Relational Paradigm... 1.2.2.5 Perceived Value................. 1.2.2.6 Consequences of Customer Satisfaction.................... 1.3 Research Problems, Objectives and Research Questions. 1.4 Scope of the Research 1.4.1 Research Setting.. 1.4.2 Unit of Analysis 1.5 Organisation of thesis 1.1 1.2 Chapter Two: The Direct Selling Industry -The Hidden Industry- . 2.1 Introduction .. 2.2 Rationale of Single-Industry Study... 2.3 What is Direct Selling?................................................................................. 2.4 Examining Direct Selling: Views from Three Perspectives. 2.4.1 Operational Perspective. 2.4.2 Tactical Perspective 2.4.2.1 Type of Direct Seller 2.4.2.2 Part time or Full time Direct Seller.. 2.4.2.3 Location of Sales. 2.4.2.4 Format of Direct Selling Companies .. 2.4.2.5 Compensation Structure. 2.4.3 Strategic Perspective.............. 2.4.3.1 Direct Selling as a Distribution Channel. 2.4.3.2 Direct Selling as a Market Penetration Strategy. 2.4.3.3 Direct Selling as a Way of Doing Business 2.5 Products Sold Through Direct Selling.. 2.6 Customer Service and Follow-Up
III

PAGE I II VIII X XII XIII XIV XV XVI


1-25

1 4 4 7 8 8 9 12 14 15 18 22 22 22 23
26-49

26 27 27 30 30 32 32 32 33 33 35 37 38 39 40 41 42

2.7 2.8 2.9

The Worldwide Direct Sales outlook... 43 An Overview of the Direct Selling Industry in Malaysia 47 Concluding Remarks 49

Chapter Three: Literature Review Part I Customer Satisfaction and Core Constructs... 3.1 Introduction ......................... 3.2 The Expectancy Disconfirmation Paradigm (EDP) . 3.2.1 Customer Expectations .. 3.2.1.1 The Role of Expectation in the EDP Model 3.2.2 Perceived Performance .. 3.2.2.1 Performance Influences in the EDP Model . 3.2.3 Disconfirmation . 3.2.3.1 Types of disconfirmation .. 3.3 Satisfaction .. 3.3.1 Definition of Satisfaction .. 3.3.2 Levels of Satisfaction .. Literature Review Part II Other Constructs Examined... Purchase Decision Involvement .. 3.4.1 Defining Involvement 3.4.2 Definition of Purchase Decision Involvement .. 3.4.3 The Relevance of Involvement to Consumer Satisfaction . Perceived Value 3.5.1 Defining Value from Various Perspectives ... 3.5.2 Conceptualisation of Perceived Value .. 3.5.3 Conceptual Differences between Satisfaction and Perceived Value 3.5.4 The Role of Perceived Value in the Customer Satisfaction Process Perceived Equity .. 3.6.1 Conceptualisation of Equity Concept 3.6.2 Integrating Equity into a Satisfaction Model 3.6.3 The Role of Equity in the Customer Satisfaction Process.. Relational Commitment ... 3.7.1 Conceptualisation of Commitment 3.7.2 Integrating Relational Commitment into a Satisfaction Model . 3.7.3 Consequences of Relational Commitment Behavioural Intention .. 3.8.1 Customer Retention versus Customer Loyalty . 3.8.2 Conceptualisation and Operationalisation of Behavioural Intentions (BI) 3.8.3 Indicators of Behavioural Intentions . Concluding Remarks

50-74

50 52 55 57 61 62 65 65 68 68 73
75-123

3.4

3.5

3.6

3.7

3.8

75 75 77 78 81 83 87 89 90 95 96 99 99 104 106 108 110 111 113 116 120 123


125-176

3.9

Chapter Four: Conceptual Model and Hypotheses 4.1 Introduction .. 4.2 The Development of the Conceptual Model 4.2.1 The Consumption System Approach.. 4.2.1.1 4.3

125 126 126 Subsystems in the Direct Sales Channel 128

4.2.2 The Conceptual Model . 131 Theoretical Perspective of EDP. 135


IV

4.5

Core Constructs of EDP. 4.3.1.1 Perceived Performance 4.3.1.2 Disconfirmation 4.3.1.3 Disconfirmation - Satisfaction . 4.3.1.4 Performance-Satisfaction 4.3.1.5 Performance-Disconfirmation-Satisfaction .. 4.3.2 Overall Satisfaction 4.4 Integration of Other Constructs into the EDP . 4.4.1 Purchase Decision Involvement (PDI) 4.4.2 The Antecedents and Impacts of Perceived Value on Satisfaction 4.4.3 Perceived Equity 4.4.4 Relational Commitment .. 4.4.5 Behavioural Intentions 4.5 Concluding Remarks .... 4.3.1

136 136 136 137 138 138 139 140 140 141 143 144 145 146

Chapter Five: Research Design and Methodology 147 - 224 5.1 Introduction . 147 5.2 Philosophical Assumptions of the Present Studys Method of Inquiry... 147 5.3 The Research Design .............. 149 5.4 Data Collection Method .. 151 5.4.1 Survey Research .. 152 5.4.1.1 Self Administered Survey ... 153 5.4.1.1.1 Drop off and Collect Technique . 154 5.5 Questionnaire Development ... 156 5.5.1 Specify Information Sought 157 5.5.2 Type of Questionnaire and Method of Administration.. 158 5.5.3 Individual Questions Content. 158 5.5.3.1 Core Constructs (Performance / Disconfirmation)...... 159 5.5.3.1.1 Product Performance-Scale items, Response type and Instruction.............................. 160 5.5.3.1.2 Direct Seller Performance-scale items, Response type and Instruction . 161 5.5.3.1.3 Company Performance- Scale item, Response type and Instruction 162 5.5.3.1.4 Direct Selling Product/ Direct Seller/ Company Disconfirmation 163 5.5.3.2 Other Constructs.. 164 5.5.3.2.1 Purchase Decision Involvement. 165 5.5.3.2.2 Perceived Equity 165 5.5.3.2.3 Relational Commitment. 166 5.5.3.2.4 Perceived Value. 167 5.5.3.2.5 Overall Satisfaction 168 5.5.3.2.6 Behavioural Intentions 168 5.5.4 Form of Response to Each Question 170 5.5.5 Wording to Each Question. 171 5.5.6 Question Sequence.. 172 5.5.7 Physical Questionnaire Characteristics .. 174 5.5.8 Re-examination and Revision of Questionnaire ... 174 5.5.9 Questionnaire Translation . 175 5.5.10 Questionnaire Pre-Testing.. 175 5.6 Development of Research Measures . 177

Specifying Domain of the Construct . Item Generation . 5.6.2.1 Literature Search.. 5.6.2.2 In-depth Interview 5.6.3 Data Collection . 5.6.3.1 Sampling Design. 5.6.3.2 Determination of Sample Size ... 5.6.4 Item Analysis and Scale Purification. 5.6.4.1 Internal Consistency ... 5.6.4.2 Exploratory Factor Analysis... 5.6.4.2.1 Exploratory Factor Analysis Results: Performance Constructs.. 5.6.4.2.2 Exploratory Factor Analysis Results: Other Constructs....................... 5.6.5 Validation of Measures. 5.6.5.1 Validity Assessment.. 5.6.5.1.1 Content validity 5.6.5.1.2 Convergent validity. 5.6.5.1.3 Discriminant validity........... 5.6.5.2 Reliability Assessment 5.7 Data Analysis Methodology.......... 5.7.1 Number of Variable (s) to be Analysed.. 5.7.2 Descriptive versus Inference Statistics. 5.7.3 Level of Measurement. 5.7.4 Choice of Statistical Techniques for Hypotheses Testing... 5.7.4.1 Correlation Analysis 5.7.4.2 Structural Equation Modelling (SEM) .............. 5.7.4.2.1 Basic Concept of SEM............... 5.7.4.2.2 Important Issues Related to SEM.. 5.7.4.2.3 SEM Procedural Steps............... 5.8 Concluding Remarks. 5.6.1 5.6.2 Chapter Six: 6.1 6.2 6.3 6.4 Data Analysis Descriptive Analysis.. Introduction ......................... Overall Sample Demographic Profile .. Product Category Purchased Purchasing Experience and Pattern .. 6.4.1 First Purchase of Direct Selling Product .. 6.4.2 Purchases Made Within Last Twelve Months ................. 6.4.3 Source of Product Information ............ 6.4.4 Purchase by Method ........ 6.4.5 Purchase by Time ..... 6.4.6 Purchase by Amount of Money Spent . 6.4.7 Purchase by Frequency 6.4.8 Purchased by Company .. 6.4.9 Duration of Being the Companys Customer ..... Descriptive Statistics of Constructs Examined in the Study............ 6.5.1 Purchase Decision Involvement 6.5.2 Perceived Equity... 6.5.3 Relational Commitment

178 179 179 179 180 181 188 190 191 193 194 197 201 203 203 203 204 205 207 207 208 208 209 209 210 211 213 215 224
225-260

6.5

225 226 227 228 228 228 229 229 230 230 231 232 232 233 233 234 235

VI

6.5.4 Perceived Value ... 6.5.5 Performance 6.5.5.1 Product Performance .. 6.5.5.2 Direct Seller Performance.... 6.5.5.3 Direct Selling Company Performance. 6.5.6 Importance Performance Analysis (IPA) 6.5.6.1 Product Satisfaction Gap . 6.5.6.2 Direct Selling Product Quadrant Chart ... 6.5.6.3 Direct Seller Satisfaction Gap.. 6.5.6.4 Direct Seller Quadrant Chart ... 6.5.6.5 Direct Selling Company Satisfaction Gap... 6.5.6.6 Direct Selling Company Quadrant Chart 6.5.7 Disconfirmation ... 6.5.7.1 Product Disconfirmation .. .. 6.5.7.2 Direct Seller Disconfirmation.. 6.5.7.3 Direct Selling Company Disconfirmation 6.5.8 Overall Satisfaction... 6.5.9 Behavioural Intentions.. 6.6 Descriptive Results from Open-ended Questions. 6.6.1 Reason/s for not Repurchasing from Direct Selling Channel... 6.6.2 Factors for Repurchasing from Direct Selling Channel 6.6.3 Recommendation for Improvement in the Present Direct Selling Channel. 6.7 Concluding Remarks............ Chapter Seven: 7.1 7.2

235 237 237 238 239 240 244 245 247 249 250 252 254 254 255 256 258 259 261 261 262 263 265

Data Analysis: Structural Equation Modelling Part 1: The Measurement Model 266 - 310 266 268 268 274 276 278 278 285 292 296 301 306
311 - 333

Introduction.. Data Preparation and Screening... 7.2.1 Missing Data...... 7.2.2 Outliers....... 7.2.3 Normality........ 7.3 Items and Scale Purification..... 7.4 Measurement Model Evaluation .. 7.4.1 Measurement Model 1 .................................. 7.4.2 Measurement Model 2 ... 7.4.3 Measurement Model 3 ... 7.4.4 Measurement Model 4 ... 7.5 Assessment of Discriminant Validity on Measurement Model................ Chapter Seven: Part II The Structural Model. 7.6 Structural Model Evaluation. 7.6.1 Goodness-of-fit Assessment.. 7.6.2 Hypotheses Testing Results and Discussion.. 7.6.2.1 Hypotheses H1, H2 and H3.. 7.6.2.2 Hypotheses H4, H5 and H6.. 7.6.2.3 Hypotheses H7, H8 and H9. 7.6.2.4 Hypotheses H10, H11 and H12 7.6.2.5 Hypotheses H13, H14 and H15 7.6.2.6 Hypotheses H16 and H17 7.6.2.7 Hypotheses H18, H19 and H20
VII

313 313 314 316 316 317 319 320 321 322

7.7

7.6.2.8 Hypotheses H21, H22 and H23 7.6.2.9 Hypotheses H24 and H25 7.6.2.10 Hypotheses H26 and H27................. 7.6.3 Competing Model Concluding Remarks .

322 323 324 325 333


334 -356

Chapter Eight: Discussions and Conclusions 8.1 Introduction ... 8.2 Research Summary 8.3 Discussion of Research Questions. 8.4 The Structural Equation Modelling........................................................... 8.4.1 Measurement Model Conclusions.. 8.4.2. Structural Model Conclusions 8.5 Concluding Remarks.. Chapter Nine: 9.1 9.2 9.3 9.4 9.5 9.6 Contributions, Implications and Suggestions for Future Research. Introduction Contribution and Implications for Marketing Theory ... Contributions and Implications for Industry Practitioners. Limitations of the Research Suggestions for Future Research Directions . Concluding Remarks..

334 334 335 353 353 354 355


357 - 377

357 357 364 370 371 373

REFERENCES. 378-416 APPENDICES.. 417-480

LIST OF TABLES
VIII

TABLE 1.1 1.2 2.1 2.2 3.1 3.2 3.3 5.1(a) 5.1b) 5.1(c) 5.2 5.3 5.4 5.5 5.6 5.7 5.8 (a) 5.8 (b) 5.9 (a) 5.9 (b) 5.10 (a) 5.10 (b) 5.11 5.12 6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 6.9 6.10 6.11 6.12 6.13 6.14 6.15 6.16 6.17 6.18 6.19 6.20

TITLE OF THE TABLES Quotes Supporting Research Rationale.. The Research Questions. International Statistics Number of Valid Direct Selling Licences (1994 2003).. Conceptual Definition of Consumer Satisfaction... Sweeneys Model... A Comparison of Customer Value and Satisfaction.. Items Concerning Direct Selling Products. Items Concerning Direct Seller.. Items Concerning Direct Selling Company... Purchase Decision Involvement. Perceived Equity Relational Commitment. Perceived Value.. Overall Satisfaction Intentional Behaviour. Proposed Sample Composition by Gender and Age.. Sample Composition Achieved by Gender and Age. Exploratory Factor Analysis: Performance Scale.. Internal Consistency of Performance Constructs... Exploratory Factor Analysis: Other Constructs. Internal Consistency of Other Constructs.. Summary of Statistical Techniques Executed for Data Analysis... Summary of Alternative Goodness-of-Fit Indices. Overall Sample Demographic Profile Product Type Purchased. First Purchase Took Place.. Frequency of Purchase Within Twelve Month.. Source of Product Information... Purchase by Method... Purchase by Time... Purchase by Amount Spent Purchase by Frequency.. Purchase by Company The Companys Customer by Duration. Purchase Decision Involvement Descriptive Statistics.. Perceived Equity Descriptive Statistics... Commitment Descriptive Statistics. Perceived Value Descriptive Statistics Perceived Performance Descriptive Statistics. Direct Seller Performance Descriptive Statistics Direct Selling Company Performance Descriptive Statistics.. Mean Scores and Paired-Sample t-tests as Indicators of Differences between Product Importance and Product Performance Mean Scores and Paired-Sample t-tests as Indicators of Differences between Direct Seller Importance and Direct Seller Performance Mean Scores and Paired-Sample t-tests as Indicators of Differences

PAGE

18 20 45 48 71 85 90 161 162 163 165 166 166 167 168 169 188 188 196 197 199 200 208 223 226 227 228 229 229 230 230 230 231 232 233 233 234 235 236 238 238 240 244 247

6.21

IX

6.22 6.23 6.24 6.25 6.26 6.27 6.28 6.29 7.1 7.2(a) 7.2(b) 7.3(a) 7.3(b) 7.4(a) 7.4(b) 7.5(a) 7.5(b) 7.6 7.7 7.8 7.9 7.10 7.11 7.12 7.13 7.14 7.15 7.16 7.17 7.18 7.19 7.20 7.21 8.1(a) 8.1(b) 8.1(c)

between Direct Selling Company Importance and Direct Selling Company Performance... Product Disconfirmation Descriptive Statistics.. Direct Seller Disconfirmation Descriptive Statistics.. Direct Selling Company Disconfirmation Descriptive Statistics Overall Satisfaction Response Frequencies and Descriptive Statistics.. Intentional Behaviour Descriptive Statistics.. Perceptions Concerning not Repurchasing Perception Concerning Repeat Purchasing Desired Improvements of Direct Selling Channel. Summary Statistics of the Missing Data for Performance and Disconfirmation Measures. CFA Results for the Congeneric Measures in Measurement Model 1.. Summarised Results of Measurement Model 1. CFA results for the Congeneric Measures in Measurement Model 2 Summarised Results of Measurement Model 2. CFA results for the Congeneric Measures in Measurement Model 3 Summarised Results of Measurement Model 3. CFA results for the Congeneric Measures in Measurement Model 4 Summarised Results of Measurement Model 4.. Correlations at the Dimension Levels Correlations of Latent Constructs, AVE, R-Square and Confidence Interval... Description of Constructs, Descriptive Statistics and Scale Reliability. CFA for the Structural Model Summarised Results for Hypotheses H1, H2 and H3 Summarised Results for Hypotheses H4, H5 and H6 Summarised Results for Hypotheses H7, H8 and H9 Summarised Results for Hypotheses H10, H11 and H12.. Summarised Results for Hypotheses H13, H14 and H15.. Summarised Results for Hypotheses H16, H17. Summarised Results for Hypotheses H18, H19 and H20.. Summarised Results for Hypotheses H21, H22 and H23.. Summarised Results for Hypotheses H24 and H25... Summarised Results for Hypotheses H26 and H27... Comparison of Goodness-of-Fit Measures for Hypothesised and Alternative Models. Summary of the Parameter Estimates for the Final Model The Product Aspect of the Direct Sales Consumption System.. The Direct Seller Aspect of the Direct Sales Consumption System.. The Company Aspect of the Direct Sales Consumption System...

250 255 256 256 259 260 261 262 264 270 285 291 293 295 297 300 302 305 307 309 310 315 316 317 318 319 320 321 322 323 324 324 329 332 337 338 339

LIST OF FIGURES
X

Figure 1.1 1.2 1.3 2.1 2.2 2.3 2.4 2.5 2.6 2.7 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 4.1 5.1 5.2 5.3 5.4 5.5 5.6 6.1 6.2 6.3 6.4 7.1 7.2 7.3 7.4 7.5 7.6 7.7 7.8 7.9 8.1(a) 8.1(b) 8.1(c) 8.2

TITLE OF THE FIGURE Generic Hierarchical View of Customer Satisfaction.. The Conceptual Model. Organisation of Thesis.. Direct Selling is a Form of Non-store Retailing... Compensation Structure of Direct Selling Organisation.. Global Retail Sales... Global Sales Force Direct Selling in the United Kingdom.. Estimated Sales Turnover of Direct Selling Industry in Malaysia (1994 2002). Outline of Chapter 3. The Expectancy Disconfirmation Paradigm..... Expectancy Disconfirmation Structural Model The Complete Expectancy Disconfirmation with Performance Model Clothing Satisfaction Model. Customer Value Hierarchy Model Value Equation in the Direct Sales Channel. Functional Relationship Between Satisfaction and Equity... Competing Equity, Satisfaction and Loyalty Models... The Satisfaction Profit Chain. The Conceptual Model and the Hypothesised Paths. Hypothetic-Deductive Method. Relationships Among Research Designs.. Research Design and Selection of Data Collection Method. Procedure for Developing a Questionnaire... Procedure for Developing Measures. A Seven-Step Process for Structural Equation Modelling Direct Selling Product Satisfaction Gaps Graph.. Direct Seller Satisfaction Gaps Graph.. Direct Selling Company Satisfaction Gaps Graph... Operation and an Indifference Zone in Expectancy Disconfirmation Paradigm Data Analysis Process for Assessment of Measurement Properties. AMOS Graphics: The Output Path diagram for Measurement Model 1.. AMOS Graphics: The Output Path diagram for Measurement Model 2.. AMOS Graphics: The Output Path diagram for Measurement Model 3.. AMOS Graphics: The Output Path diagram for Measurement Model 4.. Hypothesised Model with Measurement and Structural Components.. Alternative Model # 1 with Additional Path of Perceived Value Behavioural Intentions.. Alternative Model # 2 with Additional Path of Perceived Value Relational Commitment Final Structural Model.. Determinant and Consequence of Product Satisfaction Determinant and Consequence of Direct Seller Satisfaction Determinant and Consequent of Direct Selling Company Satisfaction Determinants of Overall Satisfaction

PAGE 16 21 25 30 37 44 44 46 48 51 53 55 67 80 86 94 98 102 114 134 148 150 152 157 178 216 245 248 251 258 267 290 294 299 304 312 327 328 331 340 341 342 344

XI

8.3 8.4 8.5 8.6 8.7

Determinant and Consequence of Overall Satisfaction. Determinants of Behavioural Intentions... The Role of Perceived Equity.. The Role of Perceived Value The Role of Relational Commitment

346 347 349 350 351

LIST OF CHARTS
XII

Chart 6.1 6.2 6.3

TITLE OF THE CHART

PAGE

Direct Selling Product Quadrant Chart 246 Direct Seller Quadrant Chart 249 Direct Selling Company Quadrant Chart.. 252

LIST OF APPENDICES
Appendix TITLE OF THE APPENDIX
XIII

PAGE

1.1 3.1 5.1 (a) 5.1 (b) 5.1 (c) 5.1 (d) 5.1 (e) 5.2 (a) 5.2 (b) 5.3 5.4 7.1 (a) 7.1 (b) 7.2 (a) 7.2 (b) 7.2 (c) 7.2 (d) 7.3 (a) 7.3 (b) 7.3 (c) 7.3 (d) 7.4 7.4 7.4 7.4 7.4 7.5 (a) (b) (c) (d) (e)

Definition of Important Terms. Summary of Major Research Findings on Expectations, Performance and Disconfirmation as Predictors of Customer Satisfaction. Questionnaire to Direct Sales Customer in English. Questionnaire to Direct Sales Customer in Malay Language.. Questionnaire to Direct Seller in English. Questionnaire to Direct Seller in Malay Language.. In-Depth Interview Guide ... Correlation Matrix for Performance Scale... Item Total Correlations of Performance Scale. Initial Exploratory Factor Analysis: Performance Scale.. Initial Exploratory Factor Analysis : Other Constructs Assessing the Randomness of Missing Data for Performance Measure Assessing the Randomness of Missing Data for Disconfirmation Measure Mahalanobis Distances of Outliers for Measurement Model 1 Mahalanobis Distances of Outliers for Measurement Model 2 Mahalanobis Distances of Outliers for Measurement Model 3 Mahalanobis Distances of Outliers for Measurement Model 4 Assessment of univariate and multivariate normality for Measurement Model 1 Assessment of univariate and multivariate normality for Measurement Model 2 Assessment of univariate and multivariate normality for Measurement Model 3 Assessment of univariate and multivariate normality for Measurement Model 4 Standardised Residual Covariances for Model 1. Standardised Residual Covariances for Model 2. Standardised Residual Covariances for Model 3. Standardised Residual Covariances for Model 4. Standardised Residual Covariances for Structural Model Summary of Chi-Square Different for Testing Discriminant Validity

417 418 421 434 447 451 455 456 457 458 459 460 463 466 467 468 469 470 471 472 473 474 475 476 477 478 479

ABSTRACT

XIV

Satisfying customers is a fundamentally sound principle, as has been widely recognised that customer satisfaction is the cornerstone of the marketing concept. Research evidence has revealed that customer satisfaction is an essential factor in realising desired outcomes such as customer loyalty, customer retention and, ultimately, profitability. Based on these reasons customer satisfaction has received considerable attention from both academicians and practitioners and, accordingly, is the primary focus of this study. The data for this research were collected in Malaysia via drop off and collect survey technique in the context of the direct sales industry. Consumption behaviour of 400 direct sales channel users was analysed. The Expectancy-Disconfirmation Paradigm was employed as the theoretical foundation for developing the present conceptual model. What is more, it was expanded by incorporating other pertinent constructs such as purchase decision involvement, perceived value, relational commitment and perceived equity. The central issue of this research endeavour was to identify and empirically examine the key factors that influence customer satisfaction judgements at the subsystem and overall abstraction levels, and in turn investigate their impact on consumer behavioural outcomes in a consumption system setting. The measures employed in this study were rigorously assessed and purified initially via item analysis and exploratory factor analysis and subsequently refined by confirmatory factor analysis. It is reasonable to claim that they have adequately met the unidimensionality, validity and reliability criteria applied. Structural equation modelling was utilised to test the hypothesised relationships among the constructs, as postulated in the model. Twenty of the hypothesised links were supported and seven rejected. Ultimately, the studys primary goal of developing a plausible model that has statistical and explanatory power, which could permit interpretation of results confidently, was achieved after a minor modification to the proposed model. The results derived from the current investigation unequivocally illuminate several key contributions to the marketing theory and the direct sales industry practitioners. Firstly, it exemplifies that performance is the key determinant of customer satisfaction at the subsystem level, whereas perceived value is the most influential determinant of customer overall satisfaction with the direct sales channel. Secondly, customer satisfaction with the direct seller (rather than product satisfaction) is the most influential driver of customers overall satisfaction, and surprisingly company satisfaction is not a significant determinant of customers overall satisfaction. Thirdly, the findings suggest that overall satisfaction is the strongest, but not the only predictor of customers behavioural intentions. Notably, relational commitment also exhibits a significant positive impact on customer behavioural intentions. Fourthly, the current investigation confirms that perceived value does not have a direct significant impact on behavioural intentions; hence, overall satisfaction is a powerful mediator in this relationship. Finally, this study reveals two new linksnamely perceived valuerelational commitment and perceived valueperceived equitythat have not been examined empirically by previous research, and evidence of their plausibility provided by the current study suggests the need for further investigation and validation of these paths in other research contexts.

The most significant implication for future research is that the dynamic nature of customer post-consumption behaviour needs to be fully captured. In this regard, the current model could be extended by including the behavioural loyalty construct as a consequence of behavioural intentions.

DEDICATION
XV

This thesis is especially dedicated to: My husband: Zamani who took time off work to ensure I could accomplish my mission (impossible without his rescue) on time. My three adorable daughters: Nadhirah, Nasirah and Nadrah, who have had to endure the missing mum phenomenon. They have provided fun and challenges and, most importantly, I appreciate their constant reminder: Mum .when are you going to finish?. My own mother: Che Moo thank you very much for your prayers and emotional support. Finally, in loving memory of my late father, Musa (You are still in my mind and heart). I realise now the importance of strict discipline, without it this thesis could have not be completed in time.

XVI

ACKNOWLEDGMENTS
I am extremely grateful to Almighty Allah for his guidance and blessings on all aspects of my life including this research, which could have not been accomplished without his willing. I must begin this acknowledgement by extending my deepest gratitude to my principal supervisor, Dr. John Pallister, for his sustained commitment and insightful research strategy propositions despite his other academic obligations and hectic schedule. His comments and suggestions towards improving the quality of this thesis were always constructive and valuable. Above all, I truly appreciate his guidance and the confidence he has in me and permission to work within my research interests rather than fitting his. I am sincerely indebted to my secondary supervisor, Dr. Matthew Robson, for introducing me to the jungle of structural equation modelling (SEM) and wisely providing the right directions and instructions so that I did not become lost. Eventually, it turns out to be an interesting forest to explore after all. I appreciate his patience and understanding during those crucial moments I desperately seeking help when the models dont fit problems surfaced. I am tremendously grateful to my employer Universiti Teknologi Mara, Shah Alam, Malaysia for providing the scholarship and the privilege of a full pay study leave. Without this generous financial assistance, this research endeavour would have been impossible to embark on. I am also grateful to the former Dean of the Faculty of Business Management, UiTM, Associate Professor Dr. Faridah Hassan, as upon her recommendation and support I was rewarded the scholarship. I greatly acknowledge the following individuals and institutions: Encik Mohd Azni bin Mohd Ali (Director of the Direct Selling Unit) and Cik Nor Azlina Ariffin of the Ministry of Domestic Trade and Consumer Affairs for furnishing me with the research reports and pertinent information on the Direct sales industry of Malaysia. AVON Cosmetic (Malaysia) for sponsoring the prizes for the prize draws; without these incentives it would be fairly difficult to achieve the targeted sample size. I also thank the manager of the Direct Selling Association of Malaysia for her encouragement to explore this hidden industry potentiality. My appreciation must also go to my research team: Associate Professor Wan Nor Faridah Che Wan Putra and Che Chik Che Puteh for their constructive comments on my draft questionnaire and assistance throughout the data collection and data entry process. I am also thankful to fellow Malaysian PhD candidates and their families who have participated in the pre-testing of my questionnaire and for offering assistance and encouragement throughout my period of completing this research. My special thanks goes to Suhaiza Ismail who has been my loyal roommate and for occasionally accompanying each other during those late nights struggling to complete our research tasks. Last but certainly not least, my greatest appreciation goes to my husband and three daughters for being so understanding and supportive; particularly during the last critical six months of the research journey, permitting me to focus solely my attention and energy to complete this thesis on time.
XVII

Vous aimerez peut-être aussi