Abstract

Consumer satisfaction has always been a dominating area of research within the advertising literature. The purpose of this study was to investigate key issues related to consumer satisfaction within a dynamic international market in order to address the problem of proactively managing consumer satisfaction in market environments substantially different from the United States. The study employed a combination of internal and external antecedents to consumer satisfaction (i.e., the importance placed on consumption, the complexity of the consumptive experience, and outside influences on consumption) in the Hong Kong market to explore their effect on satisfaction with the consumption experience as well as the means by which advertising can be employed to manage that satisfaction. The results of the study suggest managerial implications for using advertising to effectively manage consumer satisfaction in both Hong Kong and other similar foreign markets.