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 (https://doi.org/10.1300/J037v10n04_04)

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.

ORCID iDs

Gounaris, Spiros ORCID: https://orcid.org/0000-0002-1328-8512

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• Item metadata

  Item type:	Article
  ID code:	41009
  Dates:	Date Event 2002 Published
  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:	21 May 2023 03:21
  URI:	https://strathprints.strath.ac.uk/id/eprint/41009