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Exploring asymmetric effects in the formation of retail price satisfaction

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  • Zielke, Stephan

Abstract

The present paper explores asymmetric effects in the formation of price satisfaction with retail stores. Kano's model of customer satisfaction is applied to categorize eight different dimensions of price perception according to their asymmetric impact on satisfaction. The results indicate that price level, value for money and special offers are both satisfiers and dissatisfiers (one-dimensional); price fairness, price perceptibility and price processibility tend to be dissatisfiers only (must-be requirements); and price advertizing and products in the upper price range are indifferent requirements. However, a segment-specific analysis demonstrates that asymmetric effects are dissimilar between different customer groups, especially with regard to price level, value for money and special offers.

Suggested Citation

  • Zielke, Stephan, 2008. "Exploring asymmetric effects in the formation of retail price satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 335-347.
  • Handle: RePEc:eee:joreco:v:15:y:2008:i:5:p:335-347
    DOI: 10.1016/j.jretconser.2007.08.005
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    References listed on IDEAS

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    Cited by:

    1. Jorge Matute‐Vallejo & Rafael Bravo & José M. Pina, 2011. "The influence of corporate social responsibility and price fairness on customer behaviour: evidence from the financial sector," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 18(6), pages 317-331, November.
    2. Mohammed Belal Uddin & Bilkis Akhter, 2012. "Customer Satisfaction In Mobile Phone Services In Bangladesh: A Survey Research," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 20-36, May.
    3. Abdul-Moomin Adams & Motin Bashiru & Ibrahim Abu Abdulai, 2016. "Customer Satisfaction in the Banking Industry in Ghana: A Case of GCB Bank Limited in Wa Municipality," Journal of Social Science Studies, Macrothink Institute, vol. 3(2), pages 217-235, July.
    4. Waheed Kareem Abdul, 2018. "How do consumers react to price reduction of innovative products? An empirical investigation of price fairness perceptions of past purchase," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(4), pages 276-290, August.
    5. Diallo, Mbaye Fall, 2012. "Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 360-367.
    6. Arbore, Alessandro & Busacca, Bruno, 2009. "Customer satisfaction and dissatisfaction in retail banking: Exploring the asymmetric impact of attribute performances," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 271-280.
    7. Baier, Daniel & Rese, Alexandra, 2020. "How to increase multichannel shopping satisfaction? An adapted Kano based stage-gate approach to select new technologies," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    8. Lombart, Cindy & Louis, Didier, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 630-642.
    9. Lombart, Cindy & Louis, Didier & Labbé-Pinlon, Blandine, 2016. "Price image consequences," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 107-116.
    10. Loy, Jens-Peter & Ceynowa, Christian & Kuhn, Lena, 2020. "Price recall: Brand and store type differences," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    11. ALTAF Mohsin & REHMAN Ahmad & ALI Ahmed, 2012. "Determinants Of Customer Switching Behavior In Banking Sector," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 7(2), pages 20-34, August.
    12. Chaney, Damien & Lunardo, Renaud & Saintives, Camille, 2015. "In-store quality (in)congruency as a driver of perceived legitimacy and shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 51-59.

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    Keywords

    Price satisfaction; Kano model; Retailing;

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