Customer Satisfaction and Elapsed Time since Purchase as Drivers of Price Knowledge

Authors


Correspondence regarding this article should be sent to: Nicole Koschate-Fischer, GfK-Chair of marketing Intelligence, University of Nuremberg-Erlangen, Lange Gasse 20, D-90403 Nuremberg, Germany.

ABSTRACT

This study investigates the influence of customer satisfaction and elapsed time since purchase on customers’ explicit and implicit knowledge of price. The results of two large, independent surveys of customers who purchased a consumer durable good indicate that customer satisfaction and elapsed time have different effects on explicit versus implicit price knowledge. Customer satisfaction has a negative impact on explicit price knowledge, but no substantial effect on implicit price knowledge. The length of time between purchase and retrieval of the price information has a negative impact on explicit price knowledge but no substantial effect on implicit price knowledge. Finally, customer satisfaction has a moderating role, in that the higher the customer satisfaction level, the stronger the negative impact of elapsed time on explicit price knowledge.

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