literature review customer satisfaction

Customer satisfaction and international business: A multidisciplinary review and avenues for research

• Review Article
• Published: 16 August 2022
• Volume 53 , pages 1695–1733, ( 2022 )

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• G. Tomas M. Hult 1 ,
• Forrest V. Morgeson III 1 ,
• Udit Sharma 1 &
• Claes Fornell 2  

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We systematically review the literature on customer satisfaction, partitioning the literature into three generations of thought and focus, with the most recent, third generation, heavily emphasizing international business phenomena. Following a brief, stage-setting review of the first two generations – which address, respectively, the psychological underpinnings of the satisfaction concept, its antecedents, and consequences (first-generation), and the relationship between customer satisfaction, its strategic firm drivers, and firm financial performance outcomes, as well as moderators and mediators of those drivers and outcomes (second-generation) – we primarily focus on the third-generation international studies that have emerged over approximately the last 20 years. These third-generation studies have predominantly investigated the customer satisfaction concept as it is applied cross- and multi-nationally in diverse international market contexts but, due in large part to the cross-disciplinary nature of this research, this literature is fragmented and disjointed. Following a review and synthesis of the third-generation satisfaction literature, connecting it to and differentiating it from the first two generations and integrating its main themes and most significant findings, we identify enduring gaps and unanswered research questions. Of particular note is the dearth of studies examining cross- and multinational moderators of both the strategic firm drivers of satisfaction and the satisfaction–firm performance relationship. We conclude with avenues for future research that can generate important IB-related customer satisfaction knowledge with the potential to provide enormous value to international researchers and managers.

Nous passons systématiquement en revue la littérature de la satisfaction du client en la divisant en trois générations de pensée et de thème, avec la troisième et la plus récente génération mettant fortement l'accent sur les phénomènes des affaires internationales. Après un bref examen des deux premières générations - qui abordent respectivement les fondements psychologiques du concept de la satisfaction, de ses antécédents et de ses conséquences (première génération), et la relation entre la satisfaction du client, ses moteurs stratégiques au niveau de l’entreprise et les conséquences en matière de performance financière de l'entreprise, ainsi que les modérateurs et les médiateurs de ces moteurs et conséquences (deuxième génération) - nous nous focalisons essentiellement sur les travaux internationaux de troisième génération qui ont émergé au cours des 20 dernières années environ. Ces travaux de troisième génération ont principalement étudié le concept de la satisfaction du client tel qu'il est appliqué à l'échelle transnationale et multinationale dans divers contextes de marché international, mais, en raison notamment de la nature interdisciplinaire de cette recherche, cette littérature est fragmentée et disjointe. Après avoir passé en revue et synthétisé la littérature de la satisfaction de troisième génération, nous identifions des lacunes persistantes et des questions de recherche sans réponse en reliant cette littérature de troisième génération aux deux premières générations, en la différenciant de ces dernières, et en intégrant ses principaux thèmes et ses résultats les plus significatifs. Il convient de souligner le manque de recherche portée sur les modérateurs transnationaux et multinationaux des moteurs stratégiques de satisfaction au niveau de l’entreprise et de la relation satisfaction-performance. Nous concluons par des pistes de recherche future qui peuvent générer d'importantes connaissances sur la satisfaction du client liées aux affaires internationales, susceptibles d'apporter une valeur considérable aux chercheurs et aux managers internationaux.

Hicimos una revisión sistemática de la literatura sobre satisfacción del consumidor, separando la literatura en tres generaciones de pensamiento y enfoque, con la más reciente, la tercera generación, la que más fuertemente enfatizando el fenómeno de negocios internacionales. Tras un breve repaso de las dos primeras generaciones, que abordan, respectivamente, los fundamentos psicológicos del concepto de satisfacción, sus antecedentes y consecuencias (primera generación), y la relación entre la satisfacción del consumidos, sus impulsores estratégicos y los resultados financieros de la empresa, así como los moderadores y mediadores de dichos impulsores y resultados (segunda generación), nos centramos principalmente en los estudios internacionales de tercera generación que han surgido en los últimos 20 años aproximadamente. Estos estudios de tercera generación han investigado predominantemente el concepto de satisfacción del consumidor tal y como se aplica a nivel transnacional en diversos contextos de mercado internacionales pero, debido en gran parte a la naturaleza interdisciplinar de esta investigación, esta literatura está fragmentada y desarticulada. Luego de una revisión y síntesis de la literatura sobre la satisfacción de tercera generación, conectándola y diferenciándola de las dos primeras generaciones e integrando sus principales temas y conclusiones más significativas, identificamos las brechas persistentes y las preguntas de investigación sin respuesta. Se destaca particularmente la escasez de estudios que examinen los moderadores multinacionales de los motores estratégicos de la satisfacción de la empresa y la relación entre la satisfacción y el desempeño de la empresa. Concluimos con pistas para futuras investigaciones que pueden generar importantes conocimientos sobre la satisfacción del consumidor relacionada con los negocios internacionales, con el potencial de proporcionar un enorme valor a los investigadores y gerentes internacionales.

Revisamos sistematicamente a literatura a respeito de satisfação do cliente, dividindo a literatura em três gerações de pensamento e foco, com a mais recente, terceira geração, enfatizando fortemente fenômenos de negócios internacionais. Seguindo uma breve revisão de cenário das duas primeiras gerações – que abordam, respectivamente, os fundamentos psicológicos do conceito de satisfação, seus antecedentes e consequências (primeira geração), e a relação entre a satisfação do cliente, seus impulsionadores estratégicos da empresa, e resultados de desempenho financeiro da firma, bem como moderadores e mediadores desses impulsionadores e resultados (segunda geração) – focamos principalmente nos estudos internacionais de terceira geração que surgiram nos últimos 20 anos. Esses estudos da terceira geração investigaram predominantemente o conceito de satisfação do cliente, uma vez que é aplicado de forma transversal e multinacional em diversos contextos do mercado internacional, mas, devido em grande parte à natureza interdisciplinar desta pesquisa, essa literatura é fragmentada e desarticulada. Seguindo uma revisão e síntese da literatura de satisfação da terceira geração, conectando-a e diferenciando-a das duas primeiras gerações e integrando seus temas principais e descobertas mais significativas, identificamos lacunas duradouras e questões de pesquisa não respondidas. De particular interesse é a escassez de estudos examinando moderadores transversais e multinacionais tanto dos impulsionadores estratégicos da firma de satisfação quanto da relação satisfação-desempenho da firma. Concluímos com vias para pesquisas futuras que podem gerar importante conhecimento de satisfação do cliente relacionados a IB com o potencial de fornecer admirável valor para pesquisadores e gerentes internacionais.

我们系统地回顾了关于客户满意度文献, 将文献分为三代思想和重点, 最近的第三代重点强调国际商业现象。我们在对前两代进行了简短的阶段性的回顾之后, 主要关注了大约在过去 20 年中出现的第三代国际研究 –  – 分别解决了满意度概念的心理基础、其前因与后果 (第一代) , 客户满意度与其战略公司驱动力和公司财务业绩结果之间的关系, 以及这些驱动力和结果 (第二代) 的调节者和中介者。这些第三代研究主要调查了客户满意度概念, 因它在不同国际市场环境中的跨国和多国的应用, 但在很大程度上由于这项研究的跨学科性质, 文献是分散和脱节的。在对第三代满意度文献进行回顾和综合后, 将其与前两代文献联系起来并加以区分, 并整合其主要的主题和最重要的发现, 我们确定了一直存在的空白和尚未回答的研究问题。特别值得注意的是, 对满意度和满意度-公司绩效关系的跨国和多国调节因素的战略公司驱动力缺乏研究。我们在结尾中指出了未来研究的途径, 这些途径可产生重要的与 国际商业(IB) 相关的客户满意度知识, 有潜力为国际研究者和管理者提供巨大的价值。

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Hult, G.T.M., Morgeson III, F.V., Sharma, U. et al. Customer satisfaction and international business: A multidisciplinary review and avenues for research. J Int Bus Stud 53 , 1695–1733 (2022). https://doi.org/10.1057/s41267-022-00546-2

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Received : 28 February 2021

Revised : 21 April 2022

Accepted : 28 May 2022

Published : 16 August 2022

Issue Date : October 2022

DOI : https://doi.org/10.1057/s41267-022-00546-2

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• customer satisfaction
• international business
• cross-cultural marketing
• cross-national marketing
• international marketing
• marketing–finance interface

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