Driving share-of-wallet through customer satisfaction and brand preference

This research examines the interaction between customer satisfaction and firm/brand preference and their moderating impact on share-of-wallet spending for a large financial institution and the fleet trucking industry.

Driving Share-Of-Wallet Through Customer Satisfaction And Brand Preference

Timothy L. Keiningham and Tiffany Perkins-Munn Marketing MetricsHeather Evans  Morgan StanleyTerry G. Vavra and John A. Theodore Marketing Metrics

Much has been written about the importance of customer retention. Reicheld and Sasser (1990) in their now famous Harvard Business Review article claimed that companies could boost their profits by anywhere from 35% to 95% by...

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