earticle

영어

Most of marketing literature and studies consistently identified customer satisfaction as a key antecedent to customer loyalty, WOM and repurchase, but current knowledge fails to explain CS' contribution to firm's profitability in full capability. Thus, it is difficult to confirm the relationship between customer satisfaction and firm's profitability. The main objective of this study can stated as follows. Therefore, this study examine relationship between customer satisfaction and willingness to pay. Second, this study concentrated on customer loyalty and how willingness to pay is affected by customer loyalty. These tests will be done to a group of customers who have used the product of a same brand repeatedly and those who have not. Lastly, this study explore moderating effect on customer satisfaction into willingness to pay. As a result of the empirical research, we can reconfirm the fact that the relationship between CS and WTP, the primarily purpose of the research, is affirmative. In case of durable goods like cellular phones, there are no differences in a willingness to pay between loyal customers and those who are not. Finally, increase in CS of a product have affected price customers are willing to pay for the product.