Challenging Established Assumptions in Customer Management : A Meta-Study on Customer Behavior, Satisfaction, and Loyalty in Light of Current Research

Abstract

This thesis investigates the validity of widely accepted assumptions in customer management, focusing on customer behavior, satisfaction, and loyalty. Using a qualitative meta-study methodology, the research critically examines eight common beliefs—such as the idea that loyal customers tolerate price increases or that repeated positive experiences ensure long-term satisfaction—through the lens of recent academic literature. Findings reveal that many of these assumptions oversimplify complex psychological and contextual dynamics. For example, first impressions often outweigh repeated experiences, and satisfaction alone is insufficient to guarantee loyalty or brand reputation. Moreover, the effectiveness of strategies like retention, social proof, or convenience is shown to vary significantly by customer segment and market environment. The study concludes that data-driven, context-sensitive approaches are essential for effective customer management, and offers practical insights for managers aiming to avoid outdated or generalized assumptions in strategic decision-making.