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.

Author(s):Gounaris, Spiros, Avlonitis, George, Kouremenos, Athanasios and Papavasiliou, Nikolaos
Item type:Article
ID code:41009
Keywords:market homogeneity, strategic implications, market share, customer satisfaction, market heterogeneity, missing link, Marketing. Distribution of products, Marketing, Geography, Planning and Development
Subjects:Social Sciences > Commerce > Marketing. Distribution of products
Department:Strathclyde Business School > Marketing
Depositing user: Pure Administrator
Date deposited:03 Sep 2012 14:16
Last modified:19 Apr 2019 02:20
URI:https://strathprints.strath.ac.uk/id/eprint/41009
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