The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance

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Neil A. Morgan; Lopo Leotte Rego;
  • Journal: Marketing Science,volume 25,issue 5 September,pages426-439
  • Related identifiers: doi: 10.1287/mksc.1050.0180
  • Subject: customer satisfaction, marketing metrics, marketing strategy

Managers commonly use customer feedback data to set goals and monitor performance on metrics such as “Top 2 Box” customer satisfaction scores and “intention-to-repurchase” loyalty scores. However, analysts have advocated a number of different customer feedback metrics i... View more
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