Scandinavian Working Papers in Business Administration

SSE/EFI Working Paper Series in Business Administration,
Stockholm School of Economics

No 2000:2: Customer Familiarity and its Effects on Satisfaction and Dissatisfaction

Magnus Söderlund () and Jonas Gunnarsson
Additional contact information
Magnus Söderlund: Dept. of Business Administration, Stockholm School of Economics, Postal: P.O. Box 6501, SE-113 83 Stockholm, Sweden
Jonas Gunnarsson: Dept. of Business Administration, Stockholm School of Economics, Postal: P.O. Box 6501, SE-113 83 Stockholm, Sweden

Abstract: The main finding in this paper is that customer familiarity (i.e. the number of product-related experiences accumulated by the customer) affects customer satisfaction in an asymmetric way. Data from customers in the airline industry suggest that it is more difficult to obtain a high level of satisfaction among high familiarity customers compared to low familiarity customers, given a high performance level. On the other hand, given a low performance level, high familiarity and low familiarity customers do not seem to be subject to different levels of dissatisfaction.

Keywords: Customer satisfaction; customer familiarity

JEL-codes: M31

7 pages, March 2, 2000

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