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

John A. Theodore, Heather Evans, Terry G. Vavra, Tiffany Perkins-Munn and Timothy L. Keiningham

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.

Brand loyalty
Customer relationship management
Strategy

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

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