The Role of Price Perceptions in an Integrated Model of Behavioral Intentions
研究了价格感知对客户保留的影响，发现价格感知比服务质量更能影响客户价值感知，且对客户满意度和行为意向有直接显著作用。
Compared to the emphasis that service quality research has received in service marketing, much less work has been done on the role of price perceptions and their effect on customer retention. This article seeks to fill this gap in the literature. The authors build propositions of price’s role vis-à-vis customer value, satisfaction, and behavioral intentions and then test these propositions using empirical data from the banking industry in the United States and New Zealand. Their findings indicate that (a) price perceptions have a stronger influence on customer value perceptions than quality, and (b) price perceptions, when measured on a comparative basis, have a significant direct effect on customer satisfaction and behavioral intentions— over and above their mediated effect through the construct of customer value. These results indicate that price perceptions significantly affect customer retention and suggest that managers may benefit from actively managing consumers’ price perceptions, in addition to consumers’ quality perceptions.