Scandinavian Working Papers in Business Administration

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

No 2000:3: Customer Familiarity and its Effects on Expectations, Performance Perceptions, and Satisfaction: A Longitudinal Study

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

Abstract: This paper examines the effects of customer familiarity (i.e. the number of previous consumption-related experiences) on a) expectations prior to the consumption of a service, b) performance perceptions after the consumption, and c) satisfaction after the consumption. Data collected in a longitudinal study of a tour operator's customers who took part in a trip to the same destination shows that familiarity is unrelated to expectations, but negatively and significantly associated with performance perceptions and satisfaction.

Keywords: Customer familiarity; expectations; performance perceptions; customer satisfaction

JEL-codes: M31

7 pages, March 8, 2000

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