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Published in:
2015 | OriginalPaper | Chapter
Consumer Satisfaction and Consumer Behavior: Evidence on the “So What” Question
Author : R. Neil Maddox
Published in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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Direct measures of consumer satisfaction have been proposed and studied in recent years. To date, evidence that satisfaction is related to behavior, a necessary condition for wider adoption of satisfaction monitoring, is lacking. In this article it is shown that measured satisfaction is strongly associated with product use and store loyalty.