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

Florian von Wangenheim · Tomás Bayón

134 citations0/0 files storedJournal of Consumer Behaviour

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Customer churn and segmentation

Abstract

Abstract 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.

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References

1957A Theory of Cognitive Dissonance 2017A Theory of Cognitive Dissonance 2025Advances in Consumer Research 1994Customer Loyalty: Toward an Integrated Conceptual Framework 2010Satisfaction: a behavioral perspective on the consumer 1990Zero defections: quality comes to services.1998Customer Satisfaction and Word of Mouth 1998A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction

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2011Electronic word-of-mouth: Challenges and opportunities 2008The role of Internet addiction in online game loyalty: an exploratory study 2012Some Things Are Better Left Unsaid: How Word of Mouth Influences the Storyteller 2008Destination Word of Mouth 2013Beyond traditional word‐of‐mouth 2018Linking customer satisfaction with financial performance: an empirical study of Scandinavian banks

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