Markentreue und Kaufintervalle bei langlebigen Konsumgütern

Abstract

Customer satisfaction, loyalty, variety seeking, and approval motives are often analyzed in consumer research. In this article the authors examine the relationships between these concepts. In the area of consumer durables variety seeking and the need for social recognition can be satisfied either by brand switching or by an early product replacement. The authors also try to identify variables which may explain why customers switch or chose early replacements. In an empirical study the authors analyze the moderating role of customer satisfaction and social brand confirmation.