Customer experience matters more when economy is doing better, not worse

Customer experience matters more when the economy is doing well than when it is doing poorly, according to a new study. The authors examine how macroeconomic indicators, such as GDP and consumer welfare, influence the way in which consumers use their past service experiences (e.g., satisfaction on their last flight) to influence their next purchase decision. The authors find, for example, that how much the enjoyment of your last flight influences your decision to fly again depends on the economic environment.

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