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World class computing and information science research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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Market share and customer satisfaction : what is the missing link?

Gounaris, Spiros and Avlonitis, George and Kouremenos, Athanasios and Papavasiliou, Nikolaos (2002) Market share and customer satisfaction : what is the missing link? Journal of Euromarketing, 10 (4). pp. 61-82. ISSN 1049-6483

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Abstract

In the literature, there are contradicting views in regards to the influence of customer satisfaction on market share. In order to make a contribution to the deeper understanding of the parameters that characterise this relationship and analyse its managerial implications, the present paper investigates this relationship in a sample of 600 Greek consumers. Data were analysed for brands from two industries (i.e., bottled water and ouzo). The study concludes that the relationship of customer satisfaction and market share is contingent upon the degree of homogeneity/heterogeneity of the market.