Abstract

Purpose: This study examines the role of Customer Satisfaction Index (CSI) awards in retailing on shaping consumer behavior through the Stimulus-Organism-Response (S-O-R) framework, with a focus on the moderating effect of market maturity. By comparing institutionalized markets like Korea and emerging markets like Vietnam, the study confirms all proposed hypotheses, highlighting the significant impact of CSI awards on functional experiences, trust, and recommendation intentions. Research design, data and methodology: Data were collected using a 2X2 factorial design and hypotheses were tested using Process Macro Model and two-way ANCOVA. Results: The findings reveal that in Korea, where CSI systems are well-established, awards act as powerful stimuli, directly enhancing functional experiences, trust, and recommendation intentions. In contrast, in Vietnam, where CSI systems are nascent, the effects are weaker, with functional experiences and relational factors such as pricing transparency playing a more critical role in fostering trust and driving recommendations. Conclusions: The results emphasize the importance of tailoring CSI strategies to market-specific contexts. In mature markets, leveraging the established credibility of CSI systems can directly enhance consumer perceptions of quality and reliability. In emerging markets, strategies should focus on increasing awareness and familiarity with CSI awards through educational campaigns, personalized engagement, and relational trust-building initiatives.