Homburg C, Koschate N, Hoyer WD (2005)
Publication Language: English
Publication Type: Journal article
Publication year: 2005
Publisher: American Marketing Association
Book Volume: 69
Pages Range: 84-96
Journal Issue: 2
DOI: 10.1509/jmkg.69.2.84.60760
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.
APA:
Homburg, C., Koschate, N., & Hoyer, W.D. (2005). Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customer Satisfaction and Willingness to Pay. Journal of Marketing, 69(2), 84-96. https://dx.doi.org/10.1509/jmkg.69.2.84.60760
MLA:
Homburg, Christian, Nicole Koschate, and Wayne D. Hoyer. "Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customer Satisfaction and Willingness to Pay." Journal of Marketing 69.2 (2005): 84-96.
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