Firms use large majorities of their budgets on sales promotions such as coupons and sales events. Many of these sales promotions are framed as “Friends & Family” or “Preferred Customer.” Which of these frames is more effective, when, and why? We answer these questions building on...

Firms conduct customer surveys to gather their customers' voice in order to fully understand their perceptions, judgments, attitudes, intentions, and behaviors. Among firms, the practice of surveying customers is widespread. However, if conducted incorrectly, surveys can lead to significant...

The authors synthesize research on the relationship between customer satisfaction (CS) and customer- and firm-level outcomes in a meta-analytic framework. Overall, the results point to positive associations between CS and customer behaviors, financial performance, and shareholder value. However,...

Despite the claim that satisfaction ratings are linked to repurchase behavior, few attempts can be found that relate satisfaction ratings to actual repurchase behavior. This article fills this void by presenting a conceptual model for relating satisfaction ratings and repurchase behavior. The...

What is the difference between brand equity and customer equity? Does the distinction matter? Is there a difference between the firm's brand asset and customer asset? What are the implications of taking a brand perspective versus a customer perspective when designing and implementing marketing...

Despite theoretical and empirical research linking a firm's business performance to the satisfaction of its customers, knowledge of how firms collect and use customer satisfaction information is limited. The authors investigate firms' customer satisfaction information usage (CSIU) by drawing on...

Credence goods are often delivered to consumers via a vertical channel where the true quality of the good is determined by a manufacturer (an upstream channel member), while consumers' quality perceptions are driven by the observable signals of quality sent by a retailer (a downstream channel...