CUSTOMER FIRM RELATIONSHIPS, INVOLVEMENT, AND CUSTOMER SATISFACTION

Relationships among levels of involvement between customers and suppli ers, customers' evaluations of core and peripheral factors in their tr ansactions, and customers' overall satisfaction were examined. Highly involved customers who were dissatisfied with core factors expressed g reater overall dissatisfaction with the relationship than those less i nvolved who also were dissatisfied with core factors. Peripheral aspec ts, such as supplier responsiveness to customer inquiries, appeared to influence how customers evaluated a core product as well as their ove rall satisfaction.