Cross-category variation in customer satisfaction and retention

Eugene W. Anderson

Research output: Contribution to journalArticlepeer-review

174 Scopus citations


Perceived quality, expectations, customer satisfaction, and effect of customer satisfaction on repurchase likelihood are found to be higher for products than for services, but repurchase likelihood for products is lower. Retailers have the highest repurchase likelihood and score lowest on the other variables. A set of relevant category characteristics is used to further understand variation in both the levels of these variables and their relationships. Quality, expectations, satisfaction, and satisfaction's effect on repurchase are higher - and repurchase likelihood is lower - when competition, differentiation, involvement, or experience is high and when switching costs, difficulty of standardization, or ease of evaluating quality is low.

Original languageEnglish (US)
Pages (from-to)19-30
Number of pages12
JournalMarketing Letters
Issue number1
StatePublished - Jan 1994
Externally publishedYes


  • customer satisfaction
  • goods vs. services
  • repurchase likelihood

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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