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Satisfaction strength and customer loyalty
Although empirical research indicates that satisfaction is intimately linked to loyalty, anecdotal evidence reveals that many customers who state that they are satisfied with a service provider nevertheless subsequently defect. In this article, the authors focus on identifying which customers are vulnerable to defection, despite stating high levels of satisfaction. Drawing on the emerging perspective of modeling individual judgments that recognizes that people differ in the strength (i.e., conviction, certainty) with which they profess judgments, the authors first decompose a customer's stated satisfaction into two related but independent facets: satisfaction level and satisfaction strength. In the first study, which is set in a business-to-business service context, the authors analyze data obtained from an ongoing customer satisfaction tracking study being conducted by a large service organization in the US. In the second study, which is a conceptual replication set in a business-to-consumer context, the authors examine decision making following a failed service encounter and a recovery attempt by the service provider. Overall, the findings illuminate mechanisms that may govern the translation of satisfaction into loyalty and contribute to a better understanding of the satisfaction-loyalty conundrum.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Customer Satisfaction Loyalty studies Business to business commerce |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |