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

Homburg C, Koschate N, Hoyer WD (2005)


Publication Language: English

Publication Type: Journal article

Publication year: 2005

Journal

Publisher: American Marketing Association

Book Volume: 69

Pages Range: 84-96

Journal Issue: 2

DOI: 10.1509/jmkg.69.2.84.60760

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 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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How to cite

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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