Determinants of Technology Licensee's Satisfaction: An Empirical Investigation

Abstract

This study uses the disconfirmation paradigm to investigate technology licensee's satisfaction. Analyzing the data collected from a mail survey, the authors find that a longer than expected delivery process, lower than expected quality, higher than expected price, and lower than expected profit significantly affect licensee satisfaction. In contrast, a longer than expected negotiation process, a greater than expected input of manpower, a less than expected training, etc. do not affect licensee satisfaction as much as people used to think. On the basis of the disconfirmation paradigm and this study's empirical results, several practical suggestions for technology licensors are drawn and elaborated. In addition, the role of licensee satisfaction in licensing research and related future research topics are discussed in the paper.