tailieunhanh - Perceived Quality Levels and their Relation to Involvement, Satisfaction, and Purchase Intentions

While these fi gures show that engagement priorities are shifting, marketers also understand the importance of integrating communications across all of these channels—not managing each independently—to deliver a more consistent and personalised buying experience to consumers. “Our go-to-market strategy is to win wherever people shop,” says Alex Tosolini, vice-president of global e-business at Procter & Gamble (P&G). “As more people move their shopping habits online, we want to be present when and where they want to make a purchase.” The goal for P&G and others is to establish and enhance direct, two-way relationships with their target consumers. Deeper relationships, CG. | Marketing Bulletin 2005 16 Research Note 4 Perceived Quality Levels and their Relation to Involvement Satisfaction and Purchase Intentions Rodoula Tsiotsou This study investigated the effect of various perceived quality levels on product involvement overall satisfaction and purchase intentions. The research involved a survey of 204 students at a Greek university. The results show that perceived perceptions of product quality were significantly related to all the variables under investigation. However perceived quality explained more of the variance in overall satisfaction than in product involvement and purchase intentions. Keywords purchase intentions satisfaction product involvement perceived product quality Introduction Perceived product quality is perhaps one of the most important constructs in marketing. In recent years perceived quality has been the subject of considerable interest by both practitioners and researchers mainly in services marketing Cronin Taylor 1992 Parasuraman Zeithaml Berry 1996 . However work that integrates the role of perceived product quality within the context of other marketing variables like product involvement consumer satisfaction and purchase intentions has received less attention. Moreover the relationships between these constructs for goods rather than services have not been studied extensively in marketing. Perceived quality has attracted the interest of practitioners and researchers because of a belief in its beneficial effects on marketing performance. Indeed the belief that high perceived quality leads to repeated purchases is the bedrock of any business. Thus a better understanding of the relationship between perceived product quality and product involvement consumer satisfaction and purchase intentions may help academics develop a model of consumer decision making for goods. It may also provide practitioners with indications as to where best to devote marketing attention and scarce corporate resources. This study intends .