Influences of customer differences of loyalty, perceived risk and category experience on customer satisfaction ratings

A persistent problem in customer satisfaction measurement is a tendency towards high or skewed measures of satisfaction.
  

Influences of customer differences of loyalty, perceived risk and category experience on customer satisfaction ratings

Mark S. JohnsonMontclair State University, Montclair, NJ, USA

Ellen GarbarinoCase Western Reserve University, Cleveland, OH, USA

Eugene SivadasUniversity of Washington, Tacoma, WA, USA

INTRODUCTION

Recent writings in the customer retention literature emphasise that all customers are not alike as targets for customer retention efforts (Jones & Sasser 1995; Ganesh et al.2000). For example, Jones and Sasser (1995) suggest that there are 'right' customers and 'wrong' customers: 'wrong' customers are difficult-to-serve, dissatisfied customers that should not be targeted...

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