Customer Satisfaction and Double Jeopardy

What is it about?

How customer satisfaction and brands' market presence jointly influence customers' share of spending

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Why is it important?

Managers attribute changes in customers' spending to different causes. Our research demonstrates that both customer satisfaction and market penetration influence share of wallet. Managers who only focus on one aspect may miss opportunities for growing their brand. Companies that treat these two levers as separate and distinct may have multiple departments competing for resources when they would be better served by coming up with more holistic strategy.