Converging Satisfaction in the U.S.

and ChinaFiona Sussan, MBA, PhD.University Research Chair

Center for Global Business ResearchSchool of Advanced Studies

University of Phoenix

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Converging Satisfaction Model for Global Consumers

Marketing created expectations:- Budget- Opening screens- Movie lengths- Sequel- Box office sales

Customer satisfaction

Data, Method and Results• User Ratings from Mtime.com, China (2006-2011, n=88)• User Ratings from IMDb.com, U.S. (2006-2011, n=88)Simple regressions results• Runtime sig (China: Adj R-sq .07; t=2.77, p<.01; U.S.: Adj R-sq .09,

t=3.15, p=.00)• Sequel sig ( China Msequel = 7.5, Mnon-sequel =7.21 t = 3.14, p=.00;

U.S. Msequel = 6.88, Mnon-sequel = 6.41, t=2.45, p<.05)• Budget not sig in either country• Opening screen not sig in either country

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Social influence Film critics (H6a) Peers (H6b)

Marketing activities Product – Sequel (H1) Product- Length (H2) Distribution – Screens (H3) Promotion (H4)

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CONVERGING MARKETER-CREATED

EXPECTATION

The Co-existence of Converging and Diverging Satisfaction Model for Global Consumers

H5 Satisfaction U.S. ≠ Satisfaction China