期刊
JOURNAL OF MARKETING
卷 69, 期 2, 页码 84-96出版社
SAGE PUBLICATIONS INC
DOI: 10.1509/jmkg.69.2.84.60760
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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.
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