Market share and customer satisfaction

what is the missing link?

Spiros Gounaris, George Avlonitis, Athanasios Kouremenos, Nikolaos Papavasiliou

Research output: Contribution to journalArticle

3 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)61-82
Number of pages21
JournalJournal of Euromarketing
Volume10
Issue number4
DOIs
Publication statusPublished - 2002

Fingerprint

market share
customer
market
water
homogeneity
industry
Customer satisfaction
Market share
literature

Keywords

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

Cite this

Gounaris, Spiros ; Avlonitis, George ; Kouremenos, Athanasios ; Papavasiliou, Nikolaos. / Market share and customer satisfaction : what is the missing link?. In: Journal of Euromarketing. 2002 ; Vol. 10, No. 4. pp. 61-82.
@article{775d808a952e45d185e36a61367060b6,
title = "Market share and customer satisfaction: what is the missing link?",
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.",
keywords = "market homogeneity, strategic implications, market share, customer satisfaction, market heterogeneity, missing link",
author = "Spiros Gounaris and George Avlonitis and Athanasios Kouremenos and Nikolaos Papavasiliou",
year = "2002",
doi = "10.1300/J037v10n04_04",
language = "English",
volume = "10",
pages = "61--82",
journal = "Journal of Euromarketing",
issn = "1049-6483",
number = "4",

}

Market share and customer satisfaction : what is the missing link? / Gounaris, Spiros; Avlonitis, George; Kouremenos, Athanasios; Papavasiliou, Nikolaos.

In: Journal of Euromarketing, Vol. 10, No. 4, 2002, p. 61-82.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Market share and customer satisfaction

T2 - what is the missing link?

AU - Gounaris, Spiros

AU - Avlonitis, George

AU - Kouremenos, Athanasios

AU - Papavasiliou, Nikolaos

PY - 2002

Y1 - 2002

N2 - 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.

AB - 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.

KW - market homogeneity

KW - strategic implications

KW - market share

KW - customer satisfaction

KW - market heterogeneity

KW - missing link

U2 - 10.1300/J037v10n04_04

DO - 10.1300/J037v10n04_04

M3 - Article

VL - 10

SP - 61

EP - 82

JO - Journal of Euromarketing

JF - Journal of Euromarketing

SN - 1049-6483

IS - 4

ER -