Inhaltszusammenfassung

The determinants that moderate the impact of different types of customer satisfaction on different types of brand loyalty were identified theoretically, and furthermore explored in qualitative and quantitative studies. After that, the influence of customer satisfaction on the repurchase probability was measured. For doing this, at first testing was done to show, that the chosen test market simulation method was useful to make sales forecasts. The identification of special types of customer...The determinants that moderate the impact of different types of customer satisfaction on different types of brand loyalty were identified theoretically, and furthermore explored in qualitative and quantitative studies. After that, the influence of customer satisfaction on the repurchase probability was measured. For doing this, at first testing was done to show, that the chosen test market simulation method was useful to make sales forecasts. The identification of special types of customer satisfaction, including overall satisfaction, was necessary as a next step. This step was based on extensive qualitative studies including four 2,5h in-depth focus interviews with more than 20 French-speaking and German-speaking Customers. The interviews were carried out in Lucerne and Geneva. As emotions showed to be connected with specific use situations, a focus on two product categories had to be made. After the identification of the types of satisfaction in the qualitative pre-study, 500 Swiss Buyers of the Premium Brands were recruited and interviewed personally about their satisfaction with brands - on a scale from 1 to 10. The Customer Satisfaction Questionnaire included also questions about the preferred retailer, customer needs and sociodemographic data. After that the same 500 customers took part in a test market simulation, so that correlation analysis, cluster analysis and modelling regressions according to the title of this work were possible. A a result, models predicting the brand loyalty of specific brands in the case of change of the level of customer satisfaction could be generated for several brands. The models showed to be brand-specific, which underlines, that successful brands have her their own individual profile. For all brands examined rational and emotional determinants of satisfaction were found. The detergent brands were not less emotional than the chocolate brands.» weiterlesen» einklappen

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Klassifikation

DFG Fachgebiet:
Wirtschaftswissenschaften

DDC Sachgruppe:
Wirtschaft