Customer satisfaction and business performance: a firm-level analysis
Earl Naumann is Professor of Marketing and Paul Williams an Associate Professor of Marketing, both working at the School of Business and Management at the American University of Sharjah, United Arab Emirates.
Featured in the Journal of Services Marketing, their article sets out to examine the relationships between customer satisfaction and a variety of company performance metrics at the firm-level of analysis. Numerous experts have noted that marketing needs to document the financial impact of marketing activities. Unlike most studies in this area, this study investigated these associations at the firm level, rather than at the aggregate or industry level where some relationships are potentially masked.
Download the article: http://www.emeraldinsight.com/journals.htm?issn=0887-6045&volume=25&issue=1&articleid=1906302
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