Journal of Marketing 2016

Introduction: Is Customer Satisfaction (Ir)relevant as a Metric?

V. Kumar^1,2

¹ Singapore Management University · ² Huazhong University of Science and Technology

Abstract

In the preceding article, Fornell, Morgeson, and Hult (2016b) find that customer satisfaction produces abnormal returns and that customer satisfaction does have a direct and tangible financial benefit for firms. Given the unconventional nature of their findings, the authors’ research will be of great interest to marketing academics. In addition, this research will be of direct relevance to marketing practitioners in demonstrating the financial impact of customer satisfaction and reemphasizing the importance of managing customers effectively.

DOI

10.1509/jm.80.5.1

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓