Converging Satisfaction in the U.S. and China Fiona Sussan, MBA, PhD. University Research Chair Center for Global Business Research School of Advanced.

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Presentation transcript:

Converging Satisfaction in the U.S. and China Fiona Sussan, MBA, PhD. University Research Chair Center for Global Business Research School of Advanced Studies University of Phoenix

2 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 ( , n=88) User Ratings from IMDb.com, U.S. ( , 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

4 The Co-existence of Converging and Diverging Satisfaction Model for Global Consumers H5 Satisfaction U.S. ≠ Satisfaction China