Pre‐purchase satisfaction and first‐time buyer behaviour: some preliminary evidence

While the customer satisfaction/dissatisfaction literature is extensive and continually expanding, there has been little focus on pre‐purchase satisfaction of first‐time buyers and its likely impact on buying behaviour. Applies a field‐based approach to examine and assess the nature of pre‐purchase satisfaction and investigate its impact on first‐time buyer behaviour. Indicates that pre‐purchase satisfaction can be distinguished from anticipated satisfaction and that it helps to predict first‐time purchases. Discusses the implications of the findings and provides directions for further research.