Market share and customer satisfaction: what is the missing link?

Spiros Gounaris, George Avlonitis, Athanasios Kouremenos, Nikolaos Papavasiliou

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)61-82
Number of pages21
JournalJournal of Euromarketing
Issue number4
Publication statusPublished - 2002


  • market homogeneity
  • strategic implications
  • market share
  • customer satisfaction
  • market heterogeneity
  • missing link


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