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

Christian Homburg; Nicole Koschate; Wayne D. Hoyer

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

机译：满意的顾客真的支付更多吗？顾客满意度与支付意愿之间的关系研究

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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.

机译：两项实验研究（一项实验室实验和一项涉及一段时间的实际使用经验的研究）揭示了客户满意度对付款意愿的强烈积极影响，并且为基于失望理论的非线性功能结构提供了支持（即反S形）。此外，第二项研究考察了关系的动态方面，并提供了证据，表明累积满意度而不是交易特定满意度对支付意愿的更大影响。

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来源
《Journal of Marketing》 |2005年第2期|p.84-96|共13页
作者
Christian Homburg; Nicole Koschate; Wayne D. Hoyer;
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Business Administration and Marketing;

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正文语种 eng
中图分类 f;
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机译：满意的顾客真的支付更多吗？：客户满意度和支付意愿之间的关系研究

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

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