Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay

Journal of Marketing - Tập 69 Số 2 - Trang 84-96 - 2005
Christian Homburg1, Nicole Koschate2, Wayne D. Hoyer3
1Department of Marketing, University of Mannheim, Germany
2University of Mannheim, Germany
3Department of Marketing, McCombs School of Business, University of Texas at Austin

Tóm tắt

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 (i.e., 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.

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