Abstract
Direct measures of consumer satisfaction have been proposed and studied in recent years. To date, evidence that satisfaction is related to behavior, a necessary condition for wider adoption of satisfaction monitoring, is lacking. In this article it is shown that measured satisfaction is strongly associated with product use and store loyalty.
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Maddox, R.N. (2015). Consumer Satisfaction and Consumer Behavior: Evidence on the “So What” Question. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_26
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DOI: https://doi.org/10.1007/978-3-319-16946-0_26
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
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