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Easy to please or hard to impress: Elucidating consumers' innate satisfaction

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  • Pomirleanu, Nadia
  • Chennamaneni, Pavan Rao
  • Krishen, Anjala S.

Abstract

This research investigates the moderating role of innate satisfaction in the relationship between customer satisfaction and loyalty. The results from a mixed model estimation using survey data show that innate satisfaction moderates the satisfaction–loyalty relationship asymmetrically and nonlinearly. This finding indicates that at lower levels of satisfaction, an increase in satisfaction leads to a stronger increase in loyalty for innately satisfied customers compared to innately dissatisfied customers. Further, innately satisfied customers and innately dissatisfied customers differ in their responses to service recovery but not service failure. Efforts to increase satisfaction might provide different returns, relative to the innate satisfaction of the target segments.

Suggested Citation

  • Pomirleanu, Nadia & Chennamaneni, Pavan Rao & Krishen, Anjala S., 2016. "Easy to please or hard to impress: Elucidating consumers' innate satisfaction," Journal of Business Research, Elsevier, vol. 69(5), pages 1914-1918.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:5:p:1914-1918
    DOI: 10.1016/j.jbusres.2015.10.079
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    References listed on IDEAS

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    Cited by:

    1. Beatriz Moliner-Velázquez & Maria Fuentes-Blasco & David Servera-Francés & Irene Gil-Saura, 2019. "From retail innovation and image to loyalty: moderating effects of product type," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 199-224, March.
    2. Beatriz Moliner-Velázquez & María Fuentes-Blasco & Irene Gil-Saura, 2019. "Effects of value and innovation on brand equity in retailing," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 658-674, November.
    3. Anjala S. Krishen & Maria Petrescu, 2018. "Analytics from our scholarly closets: the connections between data, information, and knowledge," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(1), pages 1-5, March.

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