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Changing Perceptions and Changing Behavior in Customer Relationships

Peter C. VerhoefPhilip Hans FransesBas Donkers

出版	SSRN, 2009
URL	http://books.google.com.hk/books?id=TaHgzwEACAAJ&hl=&source=gbs_api

註釋

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.