Cross-category variation in customer satisfaction and retention

Eugene W. Anderson

Research output: Contribution to journalArticle

146 Scopus citations

Abstract

Perceived quality, expectations, customer satisfaction, and effect of customer satisfaction on repurchase likelihood are found to be higher for products than for services, but repurchase likelihood for products is lower. Retailers have the highest repurchase likelihood and score lowest on the other variables. A set of relevant category characteristics is used to further understand variation in both the levels of these variables and their relationships. Quality, expectations, satisfaction, and satisfaction's effect on repurchase are higher - and repurchase likelihood is lower - when competition, differentiation, involvement, or experience is high and when switching costs, difficulty of standardization, or ease of evaluating quality is low.

Original languageEnglish (US)
Pages (from-to)19-30
Number of pages12
JournalMarketing Letters
Volume5
Issue number1
DOIs
StatePublished - Jan 1 1994

Keywords

  • customer satisfaction
  • goods vs. services
  • repurchase likelihood

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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