| Tekijä: | Herrmann, A. Nitzsch, R. von Huber, F. |
| Otsikko: | Referenzpunktbezogenheit, Verlustaversion und abnehmende Sensitivität bei Kundenzufriedenheitsurteilen |
| Lehti: | Zeitschrift für Betriebswirtschaft
1998 : VOL. 68:11, p. 1225-1244 |
| Asiasana: | CONSUMER SATISFACTION BRANDS POSITIONING HOTEL AND CATERING INDUSTRY MARKETING STRATEGY DECISION THEORY |
| Kieli: | ger |
| Tiivistelmä: | Based upon a recently developed multiattribute generalization of prospect theory's value function, it is argued that consumers satisfaction judgements are influenced by the position of the brands relativ to a multiattribute reference point, that the consumers weigh losses from a reference point more than equivalent sized gains, and that consumers' sensitivity towards rising gains and losses diminish. A reference-dependent model is developed, calibrating it using satisfaction judgements from the hotel industry. In addition to proving better fit than a standard multiattribute model, the model's coefficients demonstrate significant loss aversion, reference dependence, and diminishing sensitivity. The implications of these findings for modeling satisfaction judgements and for marketing strategy are discussed. |
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