Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

H6
.
Age has a significant moderating role in the relationship between CS and RVI. Specifically, the 
relationship will be stronger for a high age group than for a low age group. 
H7
.
Age has a significant moderating role in the relationship between CS and WOMI. Specifically, the 
relationship will be stronger for a high age group than for a low age group. 
The impact of customer characteristics on the link between Overall Service Quality and Customer 
Satisfaction
Empirical research on the impact of gender and age on the linkage between OSQ and CS has been lacking, 
especially in the service industry. However, several points of logic support the moderating effect of personal 
characteristics on this link. In commercial satisfaction surveys, satisfaction ratings vary based on customer 
characteristics (i.e., gender, age, education). Specifically, Bryant and Cha (1996) found that many differences in 
rating satisfaction were due to customer demographics. That is, customers’ satisfaction ratings on the same service 
quality/performance would differ (be higher or lower) according to gender, age, or other demographic 
characteristics. Accordingly, it can be supposed that the relationship between OSQ and CS will be influenced by 
gender and age.