Kundenzufriedenheit und Preisbereitschaft — Empirische Erkenntnisse aus der Hotelbranche

Abstract

It is very often argued that customer satisfaction is a driver of price acceptance. However, only Anderson and Wricke provide some empirical evidence. In this paper the relationship between customer satisfaction and price acceptance is analysed and actually measured in the hotel industry. In order to calculate the relation between the two variables, two studies one on customer satisfaction and another one on price acceptance were carried out; each participate responded in both studies. The analysis was carried out by a conjoint and regression analysis. It can be shown that there is an inverted S-type-relationship between the two variables. So the effect of an increase in satisfaction on price acceptance depends on the actual level of satisfaction.