Dimensions of price satisfaction: a study in the retail banking industry

Kurt Matzler (Department of International Management, Johannes Kepler University Linz, Austria)
Andreas Würtele (Department of Strategic Management, Innsbruck University School of Management, Austria)
Birgit Renzl (Department of Strategic Management, Innsbruck University School of Management, Austria)

International Journal of Bank Marketing

ISSN: 0265-2323

Publication date: 1 June 2006

Abstract

Purpose

The purpose of this paper is to explore the dimensionality of price satisfaction. It argues that price satisfaction is composed of several dimensions (price transparency, price‐quality ratio, relative price, price confidence, price reliability, and price fairness) and that companies should consider these dimensions when monitoring customer satisfaction.

Design/methodology/approach

Based on a theoretical discussion of the price dimensions, a questionnaire is developed that measures customer satisfaction with individual price dimensions. Using regression analysis the impact of price satisfaction dimensions on overall price satisfaction is measured, using a sample of 160 students.

Findings

The results show that price satisfaction can be conceptualized as a multidimensional construct and that five dimensions influence overall price satisfaction. The application of the questionnaire allows for measuring price satisfaction in firms.

Research limitations/implications

The paper introduces price satisfaction as a multidimensional construct and the study empirically supports the hypotheses. The student sample, however, restricts generalizability and more studies are needed to test the validity and reliability of the questionnaire.

Practical implications

Based on the measurement of price satisfaction, managers are able to identify the drivers of price satisfaction, their satisfaction and relative importance in different market segments and, consequently they are able to take the right measures to increase customer satisfaction and loyalty.

Originality/value

So far price satisfaction has been treated as a one‐dimensional construct. This paper contains a theoretical argumentation for why price satisfaction should be treated as a multi‐dimensional construct consisting of several dimensions, i.e. price‐quality ratio, price fairness, price transparency, price reliability and relative price. These dimensions constitute the determinants of overall price satisfaction.

Keywords

Citation

Matzler, K., Würtele, A. and Renzl, B. (2006), "Dimensions of price satisfaction: a study in the retail banking industry", International Journal of Bank Marketing, Vol. 24 No. 4, pp. 216-231. https://doi.org/10.1108/02652320610671324

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2006, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.