Working Papers

Do Satisfied Customers Always Buy More? The Roles of Satiation and Habituation in Customer Repurchase

Glenn B. Voss, Andrea Godfrey, and Kathleen Seiders

Jan 1, 2010

Develops a framework for understanding the relationship between customer satisfaction, moderating variables, and repurchase levels. Explicates two types of moderating effects—complementary and substitution—and finds that satiation and habituation are the key mechanisms across different purchase categories.

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