search query: @journal_id 1336 / total: 189
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| Author: | Swinyard, W. R. Whitlark, D. B. |
| Title: | The effect of customer dissatisfaction on store repurchase intentions: a little goes a long way |
| Journal: | International Review of Retail, Distribution and Consumer Research
1994 : JUL, VOL. 4:3, p. 329-344 |
| Index terms: | CUSTOMERS PURCHASING RETAILING |
| Language: | eng |
| Abstract: | Prospect theory is a theory of asymmetry which argues that dissatisfaction has a much greater negative effect than satisfaction's positive effect. This theory is tested in a controlled experiment, which shows that satisfying and dissatisfying experiences do not affect return intentions equally. In their effect on store return intentions, the negative effect of a dissatisfying shopping experience was found to be about twice as great as that of a satisfying experience. These results have significant impact on retailing practice. |
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