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| Author: | Herrmann, A. Huber, F. Wricke, M. |
| Title: | Die Herausbildung von Zufriedenheitsurteilen bei Alterna- tivenbetrachtung |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1999 : 51:7/8, p. 677-692 |
| Index terms: | COMPETITION GROWTH INDUSTRIES CUSTOMER RELATIONS |
| Language: | ger |
| Abstract: | Traditional elements of competitive differentation are declining. As industries and firms worldwide face increasing competition, slower growth rates and price pressures, greater attention is being placed on customer satisfaction. However the research in satisfaction never consider alternatives, when customer satisfaction is formed. It has been the approach of this paper to present an extension for this circumstance. Therefore, the regret theory, a diversion of the expectation utility theory is used to explain the phenomena. According to this theory, each outcome has associated with it the evaluation of the difference between the outcome and the outcome that would have been received had a different option been chosen. In an empirical study we found that expectations about the unchosen alternative did have an effect on satisfaction, mostly when expectations were not met. |
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