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 provide support for a nonlinear functional
structure based on disappointment theory (i.e., an inverse S-shaped form). Additionally,
the second study examines dynamic aspects of the relationship and provides
evidence for the stronger impact of cumulative as opposed to transaction-specific
satisfaction on willingness to pay.
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