haku: @author Homburg, C. / yhteensä: 50
viite: 6 / 50
| Tekijä: | Homburg, C. Koschate, N. |
| Otsikko: | Kann Kundenzufriedenheit negative Reaktionen auf Preiserhöhungen abschwächen? Eine Untersuchung zur moderierenden Rolle von Kundenzufriedenheit bei Preisanstiegen |
| Lehti: | Betriebswirtschaft
2003 : NOV-DEC, VOL. 63:6, p. 619-634 |
| Asiasana: | Consumer satisfaction Price level |
| Kieli: | ger |
| Tiivistelmä: | Previous research on price changes has focused on the analysis of price decreases. Against the background of the potential impact of price increases on profit, this paper explores the effects of price increases. The paper focuses on the examination of the moderating role of customer satisfaction in influencing the link between the magnitude of the price increase and the repurchase intention. The results of an experimental study indicate that as satisfaction increases, the negative impact of price increases is weakened. Moreover, the results indicate that satisfied customers have a lower price elasticity than dissatisfied customers. In addition, a simulation based on the empirical data demonstrates the enormous potential impact of a price increase on profit when companies have a satisfied customer base. |
SCIMA