Satisfaction, loyalty and word of mouth within the customer base of a utility provider: differences between stayers, switchers and referral switchers

Medientyp: E-Artikel
Titel: Satisfaction, loyalty and word of mouth within the customer base of a utility provider: differences between stayers, switchers and referral switchers
Beteiligte: Wangenheim, Florian; Bayón, Tomás
Erschienen: Wiley, 2004
Erschienen in: Journal of Consumer Behaviour
Sprache: Englisch
DOI: 10.1002/cb.135
ISSN: 1472-0817; 1479-1838
Schlagwörter: Applied Psychology ; Social Psychology
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Beschreibung: <jats:title>Abstract</jats:title><jats:p>Research on satisfaction, loyalty and word of mouth (WOM) behaviour has made considerable progress within recent years, but important aspects remain neglected. In this paper, it is argued that, within the customer base of service providers, certain groups can be identified which differ from each other with regards to these variables. Hypotheses are developed and tested in a sample of 765 clients of a large German energy provider. The results show that recently acquired customers (switchers) differ from long‐term customers (stayers), and that switchers acquired through customer referrals differ from switchers recruited through advertising or direct mail in their satisfaction, loyalty and WOM behaviour. The paper ends with some important implications for management and future research. Copyright © 2004 Henry Stewart Publications Ltd.</jats:p>

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