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

Christine Braunstein, Frank Huber and Andreas Herrmann
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Christine Braunstein: Deutsche Bahn AG
Frank Huber: Universität Mainz
Andreas Herrmann: Institut für Medien- und Kommunikationsmanagement

Schmalenbach Journal of Business Research, 2005, vol. 57, issue 3, 187-213

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.

Keywords: M31; Causal Model; Customer Retention; Customer Satisfaction; Movie Theatre; Theory of Planned Behaviour; Kausalmodell; Kinobranche; Kundenbindung; Kundenzufriedenheit; Theorie des geplanten Verhaltens (search for similar items in EconPapers)
Date: 2005
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DOI: 10.1007/BF03372763

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