Reexamining the market share Customer satisfaction relationship
Material type: Mixed materialsPublication details: 2013Description: 1-20Subject(s): NLM classification:- 658.812
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.
There are no comments on this title.