Customer satisfaction, loyalty behaviors, and firm financial performance: what 40 years of research tells us

The authors synthesize research on the relationship of customer satisfaction with customer- and firm-level outcomes using a meta-analysis based on 535 correlations from 245 articles representing a combined sample size of 1,160,982. The results show a positive association of customer satisfaction with customer-level outcomes (retention, WOM, spending, and price) and firm-level outcomes (product-market, accounting, and financial-market performance). A moderator analysis shows the association varies due to many contextual factors and measurement characteristics. The results have important theoretical and managerial implications.

Type

Journal article

Citation

Mittal, Vikas, Han, Kyuhong, Frennea, Carly, et al.. "Customer satisfaction, loyalty behaviors, and firm financial performance: what 40 years of research tells us." Marketing Letters, 34, no. 2 (2023) Springer Nature: 171-187. https://doi.org/10.1007/s11002-023-09671-w.

Published Version

https://doi.org/10.1007/s11002-023-09671-w

Rights

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