Why do satisfied customers defect? A look at the concept of "customer satisfactions" and its shortcomings

Thomas Bister-Füsser

ISBN 10: 3640890531 / ISBN 13: 9783640890538

Published by GRIN Verlag, 2011

About this Item

Why do satisfied customers defect? A look at the concept of "customer satisfactions" and its shortcomings | Thomas Bister-Füsser | Taschenbuch | 20 S. | Deutsch | 2011 | GRIN Verlag | EAN 9783640890538 | Verantwortliche Person für die EU: GRIN Publishing GmbH, Waltherstr. 23, 80337 München, info[at]grin[dot]com | Anbieter: preigu Print on Demand.

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Bibliographic Details

• Title: Why do satisfied customers defect? A look at the concept of "customer satisfactions" and its shortcomings
• Publisher: GRIN Verlag
• Publication Date: 2011
• Language: German
• ISBN 10: 3640890531
• ISBN 13: 9783640890538
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 210W x 148H x 2D millimeters 210 millimeters width by 148 millimeters height by 2 millimeters depth
• Weight: 45 grams
• Seller catalogs:
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Synopsis

Wissenschaftlicher Aufsatz aus dem Jahr 2011 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, , Sprache: Deutsch, Abstract: What is customer satisfaction? Customer satisfaction is something formed and hosted in peoples' (customers' that is) minds. Customer satisfaction is the result of a comparison. Customers are expected to compare their pre-purchase expectations of a product with their post-purchase experience. Satisfied customers see their expectations met or surpassed by the product, dissatisfied customers see their expectations disappointed. This, in short, is the rationale behind customer satisfaction's formation and this rationale, despite some stray definitions and operationalizations in the field seems to form the minimum agreement. Agreement, however, vanishes once it comes to the questions what follows from customer satisfaction. Some reasons for this "disagreement" have been identified elsewhere as diverging definitions and different forms to measure customer satisfaction. This short paper will go a step further and look at some analytical properties of the concept of customer satisfaction. These properties will be examined with reference to questions like, why is customer satisfaction expected to influence customer behaviour? What theoretical link exists between customer satisfaction and customer behaviour? And what theoretical shortcomings do explain the fact that after decades of research the status of customer satisfaction remains unclear at best? To answer these questions the next chapter provides the bleak picture of customer satisfaction's relationship with customers behaviour. Based on doubts sowed in this chapter with respect to the concepts fruitful application, the following chapter will provide an analytic view on customer satisfaction. The next chapter of this paper will look for a theory that can provide the link between customers' satisfaction and their behaviour or for a theory that can preven