An empirical test of the drivers of overall customer satisfaction: evidence from multivariate Granger causality
Abstract
Purpose
The purpose of this paper is to investigate whether customer‐perceived service quality and expectation of service quality have causal impacts on overall customer satisfaction.
Design/methodology/approach
Data on all the variables were elicited from the American Customer Satisfaction Index (ACSI), and these were analyzed using the Granger causality method.
Findings
Satisfaction and perceived quality were positively related. Even though perceived quality did not Granger‐cause satisfaction in the short term, it did so in the long term. Likewise, even though satisfaction did not Granger‐cause perceived quality in the short term, it did so in the long term. But customer expectations Granger‐caused both satisfaction and expectation in the short‐term and the long term.
Research limitations/implications
The findings are based on only one company. Extrapolation to other companies demands caution and the data may not satisfy asymptotic assumptions.
Originality/value
The study contributes to the literature by advising managers to extend their customer satisfaction tracking to overall customer satisfaction with its strategic implications.
Keywords
Citation
Omachonu, V., Johnson, W.C. and Onyeaso, G. (2008), "An empirical test of the drivers of overall customer satisfaction: evidence from multivariate Granger causality", Journal of Services Marketing, Vol. 22 No. 6, pp. 434-444. https://doi.org/10.1108/08876040810901855
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited