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Do Satisfied customers really pay more? a study of the relationship between customer satisfaction and willingness to pay

Two experimental studies (a lab experiment and a study involving a real usage experience over time) reveal the existence of a strong, positive impact of customer satisfaction on willingness to pay, and they provide support for a nonlinear, functional structure based on disappointment theory (ie an inverse S-shaped form). In addition, the second study examines dynamic aspects of the relationship and provides evidence for the stronger impact of cumulative satisfaction rather than of transaction-specific satisfaction on willingness to pay.Printed Journal

Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit American Marketing Association.,
Edisi -
Subjek Consumer behavior
Willingness to pay
Customer Satisfaction
Impact analysis
studies
ISBN/ISSN 222429
Klasifikasi -
Deskripsi Fisik -
Info Detail Spesifik -
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