An analysis of the antecedents of satisfaction for superannuation fund members

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 superannuation offering of a mid-size Australian Superannuation Fund have on overall satisfaction. A survey of 500 members suggests that 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 levels. Furthermore, the strong focus on short-term returns mean that many of the favourable actions undertaken by this fund were comparatively unimportant to members. With financial returns varying annually and to a large degree being out of the control of fund managers, the focus of members 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, uncontrollable fluctuations in satisfaction levels and possible defections.