Impacts of Firm's Mimetic Isomorphic Behaviors on Customer Satisfaction from the Perspectives of Expectation Theory and Self-Determination Theory: An Approach of Hierarchical Linear Modeling

Mimetic isomorphic theory explains the process through which organizations in the same environment imitate each other's actions to become more similar to each other. This article makes the potential contribution that institutional theory can make to understanding the success of marketing practices. Based on the concept of mimetic isomorphic, expectation theory and self-determination theory, we apply these insights to investigate the relationship between automobile sales corporations' mimetic behaviors and customer expectation. The research demonstrates the use of a two-level hierarchical linear modeling (HLM) to examine the relationships.