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How customer satisfaction with respect to price and quality affects customer retention: an integrated approach considering nonlinear effects |
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| Authors: | Winfried J. Steiner Florian U. Siems Anett Weber Daniel Guhl |
| Affiliation: | 1. Professor of Marketing, Department of Marketing, Clausthal University of Technology, Julius-Albert-Str. 2, Clausthal-Zellerfeld, 38678, Germany 2. Professor and Head of the Research Area for Technology and Service Marketing, RWTH Aachen University, Kackertstr. 7, Aachen, 52072, Germany 3. Department of Marketing, Clausthal University of Technology, Julius-Albert-Str. 6, 38678, Clausthal-Zellerfeld, Germany 4. Aachen, Germany |
| Abstract: | There is consensus in the marketing literature that satisfaction of customers concerning the perceived quality and pricing of products or services is critical for customer retention. In contrast, there is lack of empirical evidence about the exact functional relationship. Using parametric and nonparametric regression, this contribution empirically investigates whether and to what extent nonlinear effects of and interaction effects between both satisfaction dimensions affect customer retention. The empirical results do not only reveal complex nonlinear effects for those satisfaction-retention relationships, respectively, but also indicate strong interaction effects of both satisfaction dimensions on customer retention. Furthermore, nonparametric approaches prove to be more flexible than parametric approaches to model complex interactions. |
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