Customer satisfaction: A meta-analysis of the empirical evidence |
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Authors: | David M Szymanski David H Henard |
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Institution: | (1) Texas A&M University, Texas, USA;(2) North Carolina State University, North Carolina, USA |
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Abstract: | The growing number of academic studies on customer satisfaction and the mixed findings they report complicate efforts among
managers and academics to identify the antecedents to, and outcomes of, businesses having more-versus less-satisfied customers.
These mixed findings and the growing emphasis by managers on having satisfied customers point to the value of empirically
synthesizing the evidence on customer satisfaction to assess current knowledge. To this end, the authors conduct a meta-analysis
of the reported findings on customer satisfaction. They document that equity and disconfirmation are most strongly related
to customer satisfaction on average. They also find that measurement and method factors that characterize the research often
moderate relationship strength between satisfaction and its antecedents and outcomes. The authors discuss the implications
surrounding these effects and offer several directions for future research.
David M. Szymanski (Ph.D., University of Wisconsin-Madison) is the Al and Marion Withers Research Fellow and Director, Center for Retailing
Studies in the Lowry Mays College and Graduate School of Business, Texas A&M University. His research interests include applied
meta-analysis, marketing strategy, personal selling and sales management, product innovation, and retail strategy. Representative
research has appeared in theJournal of Marketing, theJournal of Marketing Research, and theJournal of Personal Selling and Sales Management.
David H. Henard (Ph.D., Texas A&M University) is an assistant professor of marketing at North Carolina State University. His research interests
include product innovation, new product development, and corporate reputation. |
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