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...