Reexamining the market share
REGO, LOPO L
Reexamining the market share Customer satisfaction relationship - 2013 - 1-20
Market share and customer satisfaction are often used to assess marketing performance. Despite the widespread assumption of a positive relationship between these two variables, the limited extant empirical literature on the subject indicates either a negative or a nonsignificant relationship. The authors reexamine this relationship over a lnger time period than has previously been possible in a representative sample of US consumer markets and find a consistenly significant negative marketshare- customer satisfaction relationship.
CONSUMER SATISFATION
658.812
Reexamining the market share Customer satisfaction relationship - 2013 - 1-20
Market share and customer satisfaction are often used to assess marketing performance. Despite the widespread assumption of a positive relationship between these two variables, the limited extant empirical literature on the subject indicates either a negative or a nonsignificant relationship. The authors reexamine this relationship over a lnger time period than has previously been possible in a representative sample of US consumer markets and find a consistenly significant negative marketshare- customer satisfaction relationship.
CONSUMER SATISFATION
658.812