Customer Satisfaction: A Strategic Review and Guidelines for Managers

MSI Fast Forward Series, Marketing Science Institute, Cambridge, MA, 2010

28 Pages Posted: 27 Oct 2013

See all articles by Vikas Mittal

Vikas Mittal

Rice University

Carly Frennea

Jones Graduate School of Business

Date Written: 2010

Abstract

Superior customer satisfaction provides a clear strategic advantage and an inimitable resource for a firm — particularly in today’s complex and often uncertain markets. Two decades of academic research have quantified the impact of customer satisfaction on a number of beneficial customer behaviors and consequent financial performance. It is clear that firms that manage their customers as well as costs realize greater financial returns compared to firms that ignore customer satisfaction. In the pages that follow, we provide a strategic overview of this research to enable managers to use customer satisfaction in the strategic planning processes of their firms. After defining customer satisfaction, we discuss how customer satisfaction is measured and analyzed, provide an overview of research on antecedents and outcomes of customer satisfaction, and offer recommendations for managers on how to achieve a successful customer-focused strategy.

Keywords: customer satisfaction

Suggested Citation

Mittal, Vikas and Frennea, Carly, Customer Satisfaction: A Strategic Review and Guidelines for Managers (2010). MSI Fast Forward Series, Marketing Science Institute, Cambridge, MA, 2010. Available at SSRN: https://ssrn.com/abstract=2345469

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

Carly Frennea

Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
1,555
rank
10,361
Abstract Views
4,401
PlumX Metrics