Is share of wallet exclusively about making customers happy or having more customers? Exploring the relationship between satisfaction and double jeopardy

Alexander Buoye, Yuliya Komarova Loureiro, Sertan Kabadayi, Mohammad G. Nejad, Timothy L. Keiningham, Lerzan Aksoy, Jason Allsopp
  • Journal of Service Management, August 2016, Emerald
  • DOI: 10.1108/josm-05-2015-0157

Customer Satisfaction and Double Jeopardy

What is it about?

How customer satisfaction and brands' market presence jointly influence customers' share of spending

Why is it important?

Managers attribute changes in customers' spending to different causes. Our research demonstrates that both customer satisfaction and market penetration influence share of wallet. Managers who only focus on one aspect may miss opportunities for growing their brand. Companies that treat these two levers as separate and distinct may have multiple departments competing for resources when they would be better served by coming up with more holistic strategy.

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The following have contributed to this page: Lerzan Aksoy and Dr Alexander J Buoye