Neglected Outcomes of Customer Satisfaction  

Oleh:

Luo, Xueming ; Homburg, Christian

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 2 (Apr. 2007), page 133-149.
Topik: customer; outcomes; customer satisfaction

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.11 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Although there is significant evidence that customer satisfaction is an important driver of firm profitability, extnat literature has largely neglected two intermediate outcomes of customer satisfaction, namely, a firm's advertising and promotion efficiency and its human capital performance. On the basis of longitudinal analyses of large - scale secondary data from multiple sources, the authors find that customer satisfaction boosts the efficiency of future advertising and promotion investments. This finding can be explained by the posibility that customer satisfaction generates free word of mouth advertising and saves subsequent marketing costs. In addition, customer satisfaction has a positive influence on a company's excellence in human capital (employee talent and manager superiority). This finding is highly novel, indicating that human resources managers should have a strong interest in customers satisfaction as well. Finally, the authors investigate the moderating influence of market concentration on both relationships. The uncovered results have important implications for marketers in their dialogue with financial executives and human resources managers.

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