Second, future research should distinguish between the influence of CS and the effect of customer delight on CPB.
Third, the study of the effects of CS on constructs that are also important in behavioral pricing, such as price acquisition, price processing and price knowledge, has been neglected in existing research.
Hence, this article contributes to the existing literature by identifying four essential research gaps.
First, future research must consider that in the course of satisfying consumption experiences, the customer typically pays a certain price.
Because price is a key element in the profit equation of every firm, it is essential to analyze the mechanisms of customer price behavior (CPB) and its determinants.
The concept of customer satisfaction (CS) as one of these determinants has frequently been analyzed in the recent academic literature on marketing and pricing.For example, patients may be asked to use kiosks to check themselves into hospitals.This study finds that customer anxiety during SST transactions can reduce customers’ trust in the service provider. When Eastern Bank decided to battle a threat from new competitors, it hired a fintech executive to set up Eastern Labs and start innovating.Thales Teixeira discusses his research on the second wave of Internet disruption. Even though high-end customers can be fickle, a company that sustains a superior service position in its local market can attract and retain customers who are more valuable over time.Open for comment; Companies offering top-drawer customer service might have a nasty surprise awaiting them when a new competitor comes to town. Firms rated lower in service quality are more or less immune from the high-end challenger.This paper aims to analyze current studies on the influence of CS on CPB to provide an overview of the current state of research.Based on this literature review, this study can identify research gaps that can serve as avenues for future research.For some merchants, the benefits of offering discount vouchers are sharply reduced if individual customers buy multiple vouchers.As a marketing tool, discount vouchers are likely to be most effective for businesses that are relatively unknown and have low marginal costs.The authors analyze how fees, research, quality of execution, and information can help explain how execution decisions and preferences vary across investors.Providing great customer service is no longer the responsibility of just one department.