We talked briefly about Willingness to Pay in class on Monday. For those of you interested in learning more, here are a couple of online sources of information:
From CRM Buyer: Customer Satisfaction and Willingness to Pay
From Wikipedia (incomplete): WTP
And if you're interested in reading more, one recent paper I published in Telecommunications Policy outlines how WTP is used to measure loyalty quantitatively. I believe you can download this through the IUJ Library. The link to this article on Science Direct is here
Also, here is an excellent article from the Journal of Marketing:
Homburg, Christian, Nicole Koschate, and Wayne D. Hoyer (2005), “Do Satisfied Customers Really Pay More? A Study of the Relationship Between Customer Satisfaction and Willingness to Pay,” Journal of Marketing, 69 (April), 84- 96.
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