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Perceived product necessity, perceived value, customer satisfaction and affective attitude: an integrative model

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  • Charles Makanyeza
  • Rudo Macheyo
  • Francois du Toit

Abstract

Inter-relationships among perceived product necessity, perceived value, customer satisfaction and affective attitude are examined in Harare, Zimbabwe using structural equation modelling. The study provides evidence that perceived product necessity, perceived value and customer satisfaction each positively influences affective attitude. The findings also show that perceived product necessity has a positive effect on perceived value while perceived value has a positive effect on customer satisfaction. Lastly, the study reveals that perceived product necessity does not influence customer satisfaction. The research has implications for theory, managers and future researchers.

Suggested Citation

  • Charles Makanyeza & Rudo Macheyo & Francois du Toit, 2016. "Perceived product necessity, perceived value, customer satisfaction and affective attitude: an integrative model," Journal of African Business, Taylor & Francis Journals, vol. 17(1), pages 69-86, January.
    • Handle: RePEc:taf:wjabxx:v:17:y:2016:i:1:p:69-86
    DOI: 10.1080/15228916.2016.1112709
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    Cited by:

    1. Ariana Furtado & Ricardo F. Ramos & Bruno Maia & Joana Martinho Costa, 2022. "Predictors of Hotel Clients’ Satisfaction in the Cape Verde Islands," Sustainability, MDPI, vol. 14(5), pages 1-13, February.

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