Online from: 1988
|Title:||The brand-customer connection|
|Author(s):||Keiningham T L, Aksoy L, Perkins-Munn T, Vavra T G|
|Journal:||Marketing Management, Jul/Aug 2005, Volume: 14 Issue: 4 pp.33-37 (5 pages)|
|Keywords:||Brands, Consumer Behaviour, Customer Satisfaction, Measurement|
|Article type:||Research paper|
|Reference:||34AW084 (Permanent URL)|
Design/methodology/approach - Tests the predictive power of brand-centric and customer-centric measures using data from institutional banking and fleet truck manufacturing to examine the relationship among brand preference, customer satisfaction and customers' actual share of spending.
Findings - Managers looking for the best understanding and predictive diagnostics will use both measures because the combination is more predictive of actual share of spending than either measure alone. States that, for the truck manufacturing data, satisfaction was a pure moderator of the relationship between brand preference and share of wallet and so both brand preference and customer satisfaction are positively related to customers' share-of-spending allocations. However, also discovers that satisfaction moderates the relationship between brand preference and share of spending and concludes that customer satisfaction systematically modifies the form and strength of the relationship between brand preference and share of wallet.
Research limitations/implications - Stresses the importance of recognizing the combined and interactive nature of brand-specific and customer-specific measures and of including measures from both sides of the relationship in future research.
Practical implications - Shows that departmentalization is precluding a fuller understanding of the interactions occurring in the marketplace and recommends a holistic approach, brand managers teaming with customer loyalty or relationship managers.
Originality/value - Offers empirical evidence to support a relationship between satisfaction and share of wallet and suggests how important understanding both satisfaction and brand preference is to a firm's performance.