The Characteristics of Customer Satisfaction and Subscription Service Usage
This paper is an exploratory study of the characteristics of customer satisfaction with subscription services. In the subscription market, there is a phenomenon where people continue to sign up for subscriptions despite low usage. In this paper, the author explored the relationship between service u...
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| Format: | Article |
| Language: | Japanese |
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Japan Marketing Academy
2022-01-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/41/3/41_2022.004/_html/-char/en |
| _version_ | 1797980026709213184 |
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| author | Ushio Dazai |
| author_facet | Ushio Dazai |
| author_sort | Ushio Dazai |
| collection | DOAJ |
| description | This paper is an exploratory study of the characteristics of customer satisfaction with subscription services. In the subscription market, there is a phenomenon where people continue to sign up for subscriptions despite low usage. In this paper, the author explored the relationship between service usage and customer satisfaction based on the data from Oricon’s customer satisfaction survey. The findings showed that there are thresholds at which satisfaction fluctuates with habitual use, i.e., daily and weekly, and that satisfaction is greatly affected when it falls below a specific line, e.g. once a week. The findings also showed that there is a threshold for ideal service usage depending on the service type, that long-term continuity does not strongly affect satisfaction, and that unit price is not related to satisfaction. |
| first_indexed | 2024-04-11T05:48:00Z |
| format | Article |
| id | doaj.art-87d6da4a2dd6498fb6b6b94f597ac6db |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-11T05:48:00Z |
| publishDate | 2022-01-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-87d6da4a2dd6498fb6b6b94f597ac6db2022-12-22T04:42:10ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692022-01-01413182910.7222/marketing.2022.004marketingThe Characteristics of Customer Satisfaction and Subscription Service UsageUshio Dazai0Associate Professor, Faculty of Commerce, Fukuoka University, JapanThis paper is an exploratory study of the characteristics of customer satisfaction with subscription services. In the subscription market, there is a phenomenon where people continue to sign up for subscriptions despite low usage. In this paper, the author explored the relationship between service usage and customer satisfaction based on the data from Oricon’s customer satisfaction survey. The findings showed that there are thresholds at which satisfaction fluctuates with habitual use, i.e., daily and weekly, and that satisfaction is greatly affected when it falls below a specific line, e.g. once a week. The findings also showed that there is a threshold for ideal service usage depending on the service type, that long-term continuity does not strongly affect satisfaction, and that unit price is not related to satisfaction.https://www.jstage.jst.go.jp/article/marketing/41/3/41_2022.004/_html/-char/ensubscription servicecustomer satisfactiondigital service usagethresholdspricing |
| spellingShingle | Ushio Dazai The Characteristics of Customer Satisfaction and Subscription Service Usage Maketingu Janaru subscription service customer satisfaction digital service usage thresholds pricing |
| title | The Characteristics of Customer Satisfaction and Subscription Service Usage |
| title_full | The Characteristics of Customer Satisfaction and Subscription Service Usage |
| title_fullStr | The Characteristics of Customer Satisfaction and Subscription Service Usage |
| title_full_unstemmed | The Characteristics of Customer Satisfaction and Subscription Service Usage |
| title_short | The Characteristics of Customer Satisfaction and Subscription Service Usage |
| title_sort | characteristics of customer satisfaction and subscription service usage |
| topic | subscription service customer satisfaction digital service usage thresholds pricing |
| url | https://www.jstage.jst.go.jp/article/marketing/41/3/41_2022.004/_html/-char/en |
| work_keys_str_mv | AT ushiodazai thecharacteristicsofcustomersatisfactionandsubscriptionserviceusage AT ushiodazai characteristicsofcustomersatisfactionandsubscriptionserviceusage |