Exploring asymmetric effects in the formation of retail price satisfaction

The present paper explores asymmetric effects in the formation of price satisfaction with retail stores. Kano's model of customer satisfaction is applied to categorize eight different dimensions of price perception according to their asymmetric impact on satisfaction. The results indicate that price level, value for money and special offers are both satisfiers and dissatisfiers (one-dimensional); price fairness, price perceptibility and price processibility tend to be dissatisfiers only (must-be requirements); and price advertizing and products in the upper price range are indifferent requirements. However, a segment-specific analysis demonstrates that asymmetric effects are dissimilar between different customer groups, especially with regard to price level, value for money and special offers.