Understanding the link between customer feedback metrics and firm performance |
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| Institution: | 1. Department of Marketing, Nottingham Business School, Nottingham Trent University, Nottingham, United Kingdom;2. Department of Marketing, University of Sadat City, Sadat City, Menofia, Egypt;3. College of Business Administration, Jazan University, Saudi Arabia;4. Faculty of Tourism and Hotels, University of Sadat City, Menofia, Egypt;5. Finance Department, King Abdulaziz University, College of Business, Rabigh, Saudi Arabia;6. Department of Marketing, King Abdulaziz University, College of Business, Rabigh, Saudi Arabia;7. MSA university, 6th of October City, Egypt;8. Gulf University for Science and Technology, Kuwait;9. Faculty of commerce, Mansoura University, Egypt;10. School of Business, University of Dundee, 1-3 Perth Rd, Dundee DD1 4JW, UK;11. Business Administration, Department of Faculty of Commerce-Assiut University, Egypt |
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| Abstract: | Practitioners utilise customer feedback metrics (CFM's) to monitor business performance. However, the influence of CFM's on firm performance has been ignored. Thus, this paper aims to examine the effects of CFM's on firm performance. Our study collected data about CFM's, marketing efforts, and financial performance over the period 2005–2020 from American Customer Satisfaction Index. The present study used a multiple regression panel analysis to investigate the influence of different CFMs (i.e., SAT, Top-2-Box, NPS proportion, NPS value, and CES) on firm performance (i.e., gross margin, sales growth, and Tobin's Q), moderating by operating environment factors (i.e., munificence, power, and dynamism). Our results revealed that Top-2-box is the best predictor CFM's to compare firms in online booking, hotels, and online shopping industries, while consumer satisfaction is the best predictor for electronic and fixed telecom industries. CES is the best CFM's to compare companies in restaurants industries. Moreover, NPS is the best metric to compare different companies in holiday parks industries. The results provide considerable managerial implications for effective use of resources regarding investing in most suitable CFM's to enhance firm performance. |
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| Keywords: | Consumer feedback metrics Net promoter scores Consumer satisfaction Customer effort score Marketing efforts Financial performance |
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