Sultan Kaygın Sel
VESTEL Electronics, R&D Division, Turkey Middle East Technical University, Turkey firstname.lastname@example.org There is a great transition from CRT TV to flat panel TV usage. This transition has an effect on the preferences, expectations and satisfaction criteria of flat panel TV users. This research will inquire the satisfaction dimensions for CRT TVs and LCD TVs, as a common type of flat panel TV, and point out whether there is an effect of the before mentioned transition on the satisfaction dimensions for LCD TVs. Keywords: CRT TV, flat panel TV, user preference, satisfaction.
Today there is a transition from CRT TV to flat panel TV consumption. The decrease in the number of CRT TVs and increase in the number of flat panel TVs in the world’s leading TV production companies, the disappearance of CRT TVs in the consumer electronics fairs worldwide (i.e. IFA 2006-2007-2008, CEBIT 2006-20072008, CES 2007-2008-2009) and appearance of flat panel TVs in all the brand’s showrooms is a strong clue for this transition. This transition should also have an effect on the preferences, expectations and accordingly satisfaction criteria of LCD TV users. This research aims to explore the satisfaction dimensions for CRT TVs and LCD TVs and point out whether there is an effect of the before mentioned transition on the satisfaction dimensions for LCD TVs. 1.1 Satisfaction Satisfaction is a considerable issue for marketing discipline since it affects the purchase of the products. Satisfaction with its great emphasis in marketing is therefore deeply explored in this discipline since 1970s (Wirtz & Mattila, 2001). Different definitions of satisfaction exist in the literature. Giese & Cote (2000) mention about a need to clarify its definition prior to measurement as the measures may be questionable otherwise. It is defined mainly with the concept of fulfillment of expectations.
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