publication . Article . Other literature type . 2006

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

Morgan, Neil A.; Rego, Lopo Leotte;
Open Access
  • Published: 01 Sep 2006 Journal: Marketing Science, volume 25, pages 426-439 (issn: 0732-2399, eissn: 1526-548X, Copyright policy)
  • Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
Abstract
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 including average customer satisfaction scores and the number of “net promoters” among a firm's customers. We empirically examine which commonly used and widely advocated customer feedback metrics are most valuable in predicting future business performance. Using American Customer Satisfaction Index data, we assess the linkages between six different satisfaction and loyalty metrics and COMPUSTAT an...
Subjects
free text keywords: customer satisfaction, marketing metrics, marketing strategy, Marketing, Business and International Management, Economics, Customer lifetime value, Customer satisfaction, Net Promoter, Customer equity, Customer advocacy, Loyalty business model, Customer retention, Customer delight
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publication . Article . Other literature type . 2006

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

Morgan, Neil A.; Rego, Lopo Leotte;