Reexamining the market share Customer satisfaction relationship

By:

REGO, LOPO L

Contributor(s):

MORGAN, NEIL A

Material type:

Mixed materialsPublication details: 2013Description: 1-20Subject(s):

CONSUMER SATISFATION

NLM classification:

658.812

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/5	Available		P15079

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.

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