An analysis of the antecedents of satisfaction for superannuation fund members

McDonald, Heath, Vieceli, Julian and Darbyshire, Penny 2003, An analysis of the antecedents of satisfaction for superannuation fund members, Journal of financial services marketing, vol. 8, no. 1, pp. 11-21.

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Title An analysis of the antecedents of satisfaction for superannuation fund members
Author(s) McDonald, Heath
Vieceli, Julian
Darbyshire, Penny
Journal name Journal of financial services marketing
Volume number 8
Issue number 1
Start page 11
End page 21
Publisher Henry Stewart Publications
Place of publication London, England
Publication date 2003-08
ISSN 1363-0539
1479-1846
Keyword(s) customer satisfaction
customer retention
market research
superannuation
Summary The factors influencing the satisfaction of superannuation fund members are poorly understood at present, due to a paucity of research. This study looks at the relative influence that five key aspects of the offering of a mid-size Australian Superannuation Fund have on overall satisfaction. Despite the long-term nature of the product and efforts to educate members to think otherwise, short-term financial performance remains a strong influence on member satisfaction. With financial returns varying annually and to a large degree being out of the control of fund managers, the focus on this aspect as the main influence on satisfaction levels is problematic. The evidence suggests that shifting the focus of members towards longer period assessments (eg returns over the past five years) and towards aspects of the funds' offering that are points of differentiation (eg enquiry handling) is the only way to prevent large fluctuations in satisfaction levels and possible defections.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2003, Henry Stewart Conferences and Publications Ltd.
Persistent URL http://hdl.handle.net/10536/DRO/DU:30002182

Document type: Journal Article
Collection: Deakin Graduate School of Business
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