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

Authors

  • Vonny Susanti IPB University
  • Ujang Sumarwan IPB University
  • Megawati Simanjuntak IPB University
  • Eva Z Yusuf IPB University

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.Keywords: perceived quality, perceived value, customer satisfaction, rational evaluation, brand equityJEL Classifications: M31, L10DOI: https://doi.org/10.32479/irmm.9017

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Author Biographies

Vonny Susanti, IPB University

Doctoral student in Graduate School of Management and Business

Ujang Sumarwan, IPB University

Professor of consumer behavior in Department of Family and Consumer Science, Graduate School of Management and Business

Megawati Simanjuntak, IPB University

Senior lecturer in Department of Family and Consumer Science, Graduate School of Management and Business

Eva Z Yusuf, IPB University

Adjunct lecturer in Graduate School of Management and Business

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Published

2019-12-21

How to Cite

Susanti, V., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2019). 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, 10(1), 19–26. Retrieved from https://www.econjournals.com/index.php/irmm/article/view/9017

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