TY  - GEN
AU  - REGO, LOPO L
AU  - MORGAN, NEIL A
TI  - Reexamining the market share: Customer satisfaction relationship
PY  - 2013///
KW  - CONSUMER SATISFATION
N2  - 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
ER  -