by : PETER C. VERHOEF, PHILIP HANS FRANSES, BAS DONKERS
Abstract
We formulate a theoretical model in which we postulate that if a customers’ behavior is perceived as not optimal, customers will adjust this behavior based on their current satisfaction and payment equity. Furthermore, customers will also include new experiences. In our empirical study we particularly investigate customer referrals and the amount of services purchased. Our results show positive effects of current satisfaction and payment equity on referrals, while also changes in satisfaction and payment equity affect customer referrals. With respect to the amount of services purchased, our estimation results reveal a positive significant effect of only changes in satisfaction.
Key-words: Dynamic Modeling, Satisfaction, Customer Relationships, Preference Updating
INTRODUCTION
In the satisfaction literature several studies have investigated the effect of satisfaction over time.
These studies related satisfaction scores at different points in time with purchase intention scores at different points in time (Mazursky and Geva, 1989; Mittal, Kumar and Tsiros, 1999).
Conclusions of these studies are that the effect of satisfaction decays rapidly (Mazursky and Geva, 1989) and that the effect of satisfaction at t on intentions at t+1 is mediated by satisfaction at t+1 (Mittal, Kumar and Tsiros, 1999). Although satisfaction has been related to purchase intentions over time, apparently no studies have looked at the dynamic effect of satisfaction on purchase behavior over time. An exception is Verhoef, Franses and Hoekstra (1999), who relate satisfaction to purchase behavior in two subsequent time periods. However, as they do not have satisfaction scores at different points in time, they cannot provide a detailed insight into the dynamic effects of satisfaction over time. . . . . . . . . . . .(baca_selengkapnya )
Key-words: Dynamic Modeling, Satisfaction, Customer Relationships, Preference Updating
INTRODUCTION
In the satisfaction literature several studies have investigated the effect of satisfaction over time.
These studies related satisfaction scores at different points in time with purchase intention scores at different points in time (Mazursky and Geva, 1989; Mittal, Kumar and Tsiros, 1999).
Conclusions of these studies are that the effect of satisfaction decays rapidly (Mazursky and Geva, 1989) and that the effect of satisfaction at t on intentions at t+1 is mediated by satisfaction at t+1 (Mittal, Kumar and Tsiros, 1999). Although satisfaction has been related to purchase intentions over time, apparently no studies have looked at the dynamic effect of satisfaction on purchase behavior over time. An exception is Verhoef, Franses and Hoekstra (1999), who relate satisfaction to purchase behavior in two subsequent time periods. However, as they do not have satisfaction scores at different points in time, they cannot provide a detailed insight into the dynamic effects of satisfaction over time. . . . . . . . . . . .(baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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