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| Tekijä: | Wangenheim, F. Bayón, T. |
| Otsikko: | Satisfaction, loyalty and word of mouth within the customer base of a utility provider: differences between stayers, switchers and referral switchers |
| Lehti: | Journal of Consumer Behaviour
2004 : MAR, VOL. 3:3, p. 211-220 |
| Asiasana: | Consumer behaviour Consumer satisfaction Customer relations Loyalty |
| Kieli: | eng |
| Tiivistelmä: | The paper argues that within the customer base of service providers certain groups can be identified which differ from each other with regards to their satisfaction, loyalty and WOM behaviour. In the paper a study of German energy providers clients was conducted to test the hypothesis. According to the results recently acquired customers (switchers) differ from long-term customers (stayers), and that switchers acquired through customer referrals differ from switchers recruited trough advertising or direct mail in their customer behaviour. The paper ends with some further implications of management and future research. |
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