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

Homburg, Christian ; Koschate, Nicole ; Hoyer, Wayne D.

W079_Do Satisfied Costumers Really Pay More.pdf - Published

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URN: urn:nbn:de:bsz:180-madoc-424969
Document Type: Working paper
Year of publication: 2004
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W079
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: 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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