How Time and Money Differences of Mental Accounting Affect Customer Satisfaction among People of Different Cultures
How Time and Money Differences of Mental Accounting Affect Customer Satisfaction among People of Different Cultures
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ACKNOWLEDGEMENT
I would like to thank all the people that have contributed directly and indirectly to the success of this research work. My sincere thanks go to all the participants who gave their time and candid opinion on the research questions.
My special gratitude goes to my research supervisor, Peter Cullen for his directions and support during the course of this research. Also, my thanks go to my colleagues and the members of Leeds University Business School for their guidance and support.
Finally, I appreciate all the support provided by family members, and class colleagues.
ABSTRACT
While satisfaction and mental accounting are heavily researched constructs in the theory of consumer behavior, the primary focus has been on customer expectations and product performance, with limited focus being directed at how time and money differences of mental accounting affects customer satisfaction, and whether this influence on satisfaction assessment varies across people of different cultures. The present study applies a mental accounting model to suggest that time and money differences of mental accounting affect and influence customer satisfaction and the satisfaction with product or service performance varies across customers from different cultural backgrounds. Specifically, time costs and money costs of mental accounting influence customer satisfaction with positive product performance outcomes, and across customers from different cultures, time costs and money costs of mental accounting influence satisfaction differently. Focus groups discussions provided evidence of asymmetric satisfaction processes for time versus money across people of different cultures.
TABLE OF CONTENT
DECLARATION OF ACADEMIC INTEGRITY.. ii
CHAPTER ONE:…. INTRODUCTION.. 1
1.5 Significance of the study.. 4
1.6 Scope and Limitations of the Study.. 4
CHAPTER TWO:…. LITERATURE REVIEW… 6
2.2.1 Mental Accounting and its Influence on Consumer Consumption Decision. 10
2.2.2 Costs of Time and Money and how they Affect Consumers’ Satisfaction. 12
2.2.3 Consumer Satisfaction and the Influence of Cultural Differences. 15
2.2.4 How Individuals with Different Cultures Treat Time Differently. 17
2.3 Overview of Literature. 19
CHAPTER THREE:…. METHODOLOGY.. 20
3.2 Sample and Sampling Methods. 21
3.3.1 Data Collection Method. 22
3.3.2 Data Collection Instruments. 22
3.3.3 Data Collection Procedure. 23
3.7 Ethical Considerations. 25
CHAPTER FOUR:…. DATA FINDINGS AND PRESENTATION OF RESULTS. 26
4.2 Data Interpretation and Findings. 26
CHAPTER FIVE:…. DATA ANALYSIS AND DISCUSSION.. 31
5.3 Discussion of the Specific Objectives. 31
CHAPTER SIX:….. CONCLUSION AND RECOMMENDATIONS. 36
6.2 Conclusion and Limitation of the Study.. 36
6.3 Implications of the Study.. 38
APPENDIX I:….. RESEARCH CONSENT FORM… 46
APPENDIX II:…. FOCUS GROUP DISCUSSION SCENARIO AND QUESTIONS. 47
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