Satisfaction dynamics

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The satisfaction dynamics is an area of customer satisfaction and referred to in the business administration , particularly in marketing and sales , the sales psychology and trading psychology , the dynamic satisfaction development both during and within a transaction (transaction-specific satisfaction dynamics) and in the course of a business relationship (relationship-specific satisfaction dynamics).

Differentiation of static from dynamic satisfaction formation

The previously predominant concentration of satisfaction research on studies with a static character can only be seen at first glance from the fact that many researchers interpret satisfaction as a temporary judgment, which at some point changes into an attitude. Methodological problems with the longitudinal analyzes required to investigate the satisfaction dynamics are often responsible for this.

Despite the methodological obstacles, the dynamic consideration of the satisfaction formation does not represent the opposite of the static view, but rather a further development that rather illuminates customer satisfaction from a different perspective. Therefore, the static application of the disconfirmation model, whereby satisfaction was viewed as a pure post-purchase phenomenon, needs to be “dynamized” for a process-oriented investigation of the development of satisfaction over time.

In this context, the recording of the satisfaction-relevant data, more precisely the measurement time, is of considerable importance. If a dynamic analysis of satisfaction and its development is sought, a precise analysis of the customer process and a sufficiently differentiated measurement are required. This results in the demand for a process-accompanying measurement of customer satisfaction, i.e. a measurement at different points in time during the consumption process.

Although the need for longitudinal studies has now been emphasized by numerous researchers, so far only a manageable number of empirical studies have dealt with the satisfaction dynamics. This may be related to the complexity of the experimental setup.

literature

  • Matthias Bauer: Customer Satisfaction in Industrial Business Relationships - Critical Events, Nonlinear Satisfaction Formation and Satisfaction Dynamics . Deutsche Universitäts-Verlag, Wiesbaden 2000, ISBN 3-8244-7128-0 .
  • Ruth N. Bolton, James H. Drew: A Longitudinal Analysis of the Impact of Service Changes and Customer Attitudes . In: Journal of Marketing . Vol. 55, No. 1 , 1991, p. 1–9 ( online [PDF; 117 kB ; accessed on July 23, 2011]).
  • Peter J. Danaher, Jan Mattsson: Customer Satisfaction during the Service Delivery Process . In: European Journal of Marketing . Vol. 28, No. 5 , 1994, pp. 5-16 .
  • Christian Homburg, Annette Giering, Frederike Hentschel: The connection between customer satisfaction and customer loyalty . In: Manfred Bruhn, Christian Homburg (Hrsg.): Handbook customer loyalty management - Basics - Concepts - Experiences . 3. Edition. Gabler, Wiesbaden 2000, ISBN 3-409-32269-8 , pp. 91-122 .
  • Christian Homburg, Ruth Stock-Homburg: Theoretical perspectives on customer satisfaction . In: Christian Homburg (Ed.): Customer satisfaction: concepts - methods - experiences . 4th edition. Gabler, Wiesbaden 2002, ISBN 3-409-43785-1 , p. 17-50 .
  • Priscilla A. LaBarbera, David Mazursky: A Longitudinal Assessment of Consumer Satisfaction / Dissatisfaction: The Dynamic Aspect of the Cognitive Process . In: Journal of Marketing Research . Vol. 20, No. 4 , 1983, p. 393-404 .
  • Nancy Ryan McClure: The Role of Expectations, Ambiguity of Information, and Initial Impressions in Consumer Satisfaction Assessments: A Process Oriented Approach . Texas Tech University Electronic Theses and Dissertations, Lubbock 1995.
  • Richard L. Oliver: Satisfaction: A Behavioral Perspective on the Consumer . Mcgraw-Hill College, New York 1996, ISBN 0-07-048025-7 .
  • A. Parasuraman, Valarie A. Zeithaml, Leonard L. Berry: A conceptual model of Service Quality and its implications for future research . In: The Journal of Marketing . Vol. 49, No. 4 , 1985, pp. 41–50 ( online [PDF; 2.4 MB ; accessed on July 23, 2011]).
  • A. Parasuraman, Valarie A. Zeithaml, Leonard L. Berry: SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality . In: Journal of Retailing . Vol. 64, No. 1 , 1988, p. 12–40 ( online [PDF; 1.4 MB ; accessed on July 23, 2011]).
  • Andreas Siefke: Satisfaction with services: A phase-oriented approach to operationalization and explanation of customer satisfaction in the transport sector on an empirical basis . In: Writings on Marketing and Management . tape 35 . Peter Lang - International Science Publishing House, Frankfurt a. M. 1998, ISBN 3-631-32885-0 .
  • Bernd Stauss, Wolfgang Seidel: Process-related satisfaction assessment and satisfaction dynamics in services . In: Christian Homburg (Ed.): Customer satisfaction: concepts - methods - experiences . 6th edition. Gabler, Wiesbaden 2006, ISBN 3-8349-0190-3 , p. 171-195 .
  • Jenny van Doorn: Satisfaction Dynamics - A Panel Analysis of Industrial Services . 1st edition. Gabler, Wiesbaden 2004, ISBN 3-8244-8095-6 .

Web links

supporting documents

  1. ↑ Bernd Stauss: customer satisfaction . In: Marketing ZFP . Vol. 21, No. 1 , 1999, p. 11 .
  2. ↑ Marsha L. Richins, Peter H. Bloch: post-purchase product satisfaction: Incorporating the effects of involvement and time . In: Journal of Business Research . Vol. 23, No. 2 , 1991, p. 145-158 , doi : 10.1016 / 0148-2963 (91) 90025-S .
  3. ↑ Matthias Bauer: Customer Satisfaction in Industrial Business Relationships - Critical Events, Nonlinear Satisfaction Formation and Satisfaction Dynamics . Deutsche Universitäts-Verlag, Wiesbaden 2000, ISBN 3-8244-7128-0 .