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Ein Ansatz zur Erklärung der Kundenbindung auf Basis der Theorie des geplanten Verhaltens

Author

Listed:
  • Christine Braunstein

    (Deutsche Bahn AG)

  • Frank Huber

    (Universität Mainz)

  • Andreas Herrmann

    (Institut für Medien- und Kommunikationsmanagement)

Abstract

Summary Traditional customer satisfaction and customer retention models are extended by integrating variables such as perceived action control or social norm. These constructs are suggested by the attitude theory as well as the theory of planned behaviour. The extended model is tested in an empirical study carried out in the movie theatre industry. The model provides an excellent explanation of customer retention, which is the target variable in the study. Implications are derived for satisfaction managers which focus on the social group when approaching a specific customer. Finally, an outline for further theoretical and empirical studies is given as well as some limitations of the proposed model.

Suggested Citation

  • Christine Braunstein & Frank Huber & Andreas Herrmann, 2005. "Ein Ansatz zur Erklärung der Kundenbindung auf Basis der Theorie des geplanten Verhaltens," Schmalenbach Journal of Business Research, Springer, vol. 57(3), pages 187-213, May.
    • Handle: RePEc:spr:sjobre:v:57:y:2005:i:3:d:10.1007_bf03372763
    DOI: 10.1007/BF03372763
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    References listed on IDEAS

    as
    1. Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July.
    2. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    3. Oliver, Richard L, 1993. "Cognitive, Affective, and Attribute BAses of the Satisfaction Response," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 418-430, December.
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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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