Picture of scraped petri dish

Scrape below the surface of Strathprints...

Explore world class Open Access research by researchers at the University of Strathclyde, a leading technological university.

Explore

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

Full text not available in this repository. (Request a copy from the Strathclyde author)

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.