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...