Investigating the relationship between intrinsic and extrinsic product attributes with customer satisfaction: implications for food products

Purpose This research aims to investigate intrinsic and extrinsic product attributes as well the relationship between these features customer satisfaction by confirming moderating role of competitive intensity. Design/methodology/approach The study is conceptual exploratory in nature, drawing on current literature real-time experience with framework development. information was gathered face-to-face survey conducted a sample products, specialists customers Iranian food industry. A total 19 Kalleh products 17 industry experts were selected identify competition intensity for every product. For investigating satisfaction, 342 customers' viewpoints received analyzed. Findings results show that nature moderates effects interaction satisfaction. major findings this include (1) when low, appropriate focus can create better satisfaction; (2) When level external lead (3) high, offering proper would if are already offered high quality; (4) firm focusing more attributes, lack negatively affect repurchase intentions. Originality/value be used reference companies developing new various environments making decision whether or attributes.