Abstract
We examine whether consumers are influenced by comparisons to other consumers and to the merchant. Past studies have estimated the impact that each type of comparison has on customer satisfaction separately, but have not examined the relative impact of each comparison simultaneously. We also examine the moderating effects of information uncertainty and price negotiation on the relationship between comparison information and customer satisfaction. Results show that unfavorable market comparisons impact customer satisfaction significantly more strongly than unfavorable merchant comparisons. However, no such difference is found for favorable comparisons. Information uncertainty and price negotiation decrease the impact of unfavorable market and merchant comparisons.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 365-366 |
| Number of pages | 2 |
| Journal | Advances in Consumer Research |
| Volume | 34 |
| State | Published - 2007 |
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ASJC Scopus subject areas
- Marketing
- Economics and Econometrics
- Applied Psychology
Cite this
The effect of market and merchant comparisons on customer satisfaction : The moderating role of information uncertainty and price negotiation. / Kaltcheva, Velitchka D.; Tsiros, Michael.
In: Advances in Consumer Research, Vol. 34, 2007, p. 365-366.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - The effect of market and merchant comparisons on customer satisfaction
T2 - The moderating role of information uncertainty and price negotiation
AU - Kaltcheva, Velitchka D.
AU - Tsiros, Michael
PY - 2007
Y1 - 2007
N2 - We examine whether consumers are influenced by comparisons to other consumers and to the merchant. Past studies have estimated the impact that each type of comparison has on customer satisfaction separately, but have not examined the relative impact of each comparison simultaneously. We also examine the moderating effects of information uncertainty and price negotiation on the relationship between comparison information and customer satisfaction. Results show that unfavorable market comparisons impact customer satisfaction significantly more strongly than unfavorable merchant comparisons. However, no such difference is found for favorable comparisons. Information uncertainty and price negotiation decrease the impact of unfavorable market and merchant comparisons.
AB - We examine whether consumers are influenced by comparisons to other consumers and to the merchant. Past studies have estimated the impact that each type of comparison has on customer satisfaction separately, but have not examined the relative impact of each comparison simultaneously. We also examine the moderating effects of information uncertainty and price negotiation on the relationship between comparison information and customer satisfaction. Results show that unfavorable market comparisons impact customer satisfaction significantly more strongly than unfavorable merchant comparisons. However, no such difference is found for favorable comparisons. Information uncertainty and price negotiation decrease the impact of unfavorable market and merchant comparisons.
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UR - http://www.scopus.com/inward/citedby.url?scp=43349085318&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:43349085318
VL - 34
SP - 365
EP - 366
JO - Advances in Consumer Research
JF - Advances in Consumer Research
SN - 0098-9258
ER -