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Kundenzufriedenheit und Preisbereitschaft — Empirische Erkenntnisse aus der Hotelbranche

Author

Listed:
  • Richard Adam

    (Bayern Tourismus Marketing GmbH)

  • Andreas Herrmann

    (Universität St. Gallen)

  • Frank Huber

    (Universität St. Gallen)

  • Martin Wricke

    (Accenture)

Abstract

Summary It is very often argued that customer satisfaction is a driver of price acceptance. However, only Anderson and Wricke provide some empirical evidence. In this paper the relationship between customer satisfaction and price acceptance is analysed and actually measured in the hotel industry. In order to calculate the relation between the two variables, two studies one on customer satisfaction and another one on price acceptance were carried out; each participate responded in both studies. The analysis was carried out by a conjoint and regression analysis. It can be shown that there is an inverted S-type-relationship between the two variables. So the effect of an increase in satisfaction on price acceptance depends on the actual level of satisfaction.

Suggested Citation

  • Richard Adam & Andreas Herrmann & Frank Huber & Martin Wricke, 2002. "Kundenzufriedenheit und Preisbereitschaft — Empirische Erkenntnisse aus der Hotelbranche," Schmalenbach Journal of Business Research, Springer, vol. 54(8), pages 762-778, December.
    • Handle: RePEc:spr:sjobre:v:54:y:2002:i:8:d:10.1007_bf03372695
    DOI: 10.1007/BF03372695
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    References listed on IDEAS

    as
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    4. Ryan, Mandy, 1998. "Valuing psychological factors in the provision of assisted reproductive techniques using the economic instrument of willingness to pay," Journal of Economic Psychology, Elsevier, vol. 19(2), pages 179-204, April.
    5. Johnson, Michael D. & Fornell, Claes, 1991. "A framework for comparing customer satisfaction across individuals and product categories," Journal of Economic Psychology, Elsevier, vol. 12(2), pages 267-286, June.
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    More about this item

    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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