The impact of surge pricing on customer retention

Kun-Huang Huarng and Tiffany Hui-Kuang Yu

Journal of Business Research, 2020, vol. 120, issue C, 175-180

Abstract: This study explores how satisfied customers are when they face surge pricing as well as how customer satisfaction affects customer retention. This study uses fuzzy set/Qualitative Comparative Analysis to generate relations and then qualitative analysis with structural associations to propagate the values and refine these relations. Both methods together generate proper relations for multi-layered problems. With data gathered from a group of executive MBA students in Taiwan, the empirical results show that loyal riders are more tolerable to surge pricing than non-loyal riders. Lastly, the evidence presents that customer satisfaction does not always positively affect customer retention.

Keywords: Fuzzy set/Qualitative Comparative Analysis (fsQCA); Qualitative analysis with structural associations; Surge pricing; Uber (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:120:y:2020:i:c:p:175-180

DOI: 10.1016/j.jbusres.2020.07.043

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