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An executive summary for managers and executive readers can be found at the end of this article.
1. Introduction
Research on satisfaction, especially customer satisfaction, is a large field within market research. Studies have shown that satisfaction might lead to increased loyalty, reduced price elasticities, increased cross-buying, and positive word-of-mouth ([15] Matzler, Bailom, Hinterhuber, Renzl and Pichler, 2004). Studies also show that there is a relationship between customer satisfaction and repurchase intentions ([6] Gountas and Gountas, 2007; [19] Mittal et al. , 1998; [20] Sui-Hua, 2007; [23] Vázquez-Casielles et al. , 2009; [31] Zboja and Voorhees, 2006). Customer satisfaction can be generally defined by the difference between a customer's expectations and a customer's perceptions. Job satisfaction is similarly defined by [11] Locke (1976) as a target/actual comparison of expectations and experiences on the job. This comparison can be a dynamic process, allowing expectations to change. A very famous satisfaction model is the two-factor model of [7] Herzberg et al. (1959), which was developed as part of research on job satisfaction. The model distinguishes between the two factors, satisfiers and dissatisfiers. Dissatisfiers, also called basic factors, hygiene factors or must-be's, are minimum requirements, which do not increase satisfaction if fulfilled or exceeded but do decrease satisfaction if they are not fulfilled. These factors are taken for granted (e.g. safety of a plane). Satisfiers, also called excitement factors or motivators, increase satisfaction if they exist or are available, but they do not decrease satisfaction if they are missing (e.g. added service in a plane or design of the plane). The body of theoretical and empirical research on customer satisfaction and job satisfaction is very large; [11] Locke (1976) estimates there to have been around 3,350 articles based on job satisfaction as of 1976. Some of these studies have established a positive relationship between customer and job satisfaction.
On the other hand, dealer satisfaction is a relatively new research area. Dealers are the link between producers and customers and, thus, might play an important role in the success of producers. On one side, dealers are in direct contact with customers and are better aware of their needs than the producer. On the other side, dealers are experts in their supplied products and, thus, have a better knowledge of...