Do Customer Satisfaction Scores Link to Business Revenue Over Time?

11 Pages Posted: 29 Aug 2020 Last revised: 17 Feb 2021

See all articles by John Dawes

John Dawes

University of South Australia - Ehrenberg-Bass Institute; UniSA Business

Date Written: February 27, 2020


This study examines whether changes in customer satisfaction scores, derived from the American Customer Satisfaction Index (, are associated with changes in business revenue. The study analyses firms or brands in nine industries. For most of those industries, the study uses data for the period 2005-2019; for cars the data covers 2002-2016. The analysis is simple and transparent: I create year-on-year differences in firm satisfaction, and year-on-year differences in firm revenue, and calculate the correlation between the two. In the case of cars, revenue by brand is not available, therefore I use US market share data sourced from I find essentially zero correlation between year-on-year satisfaction changes and changes in business revenue or market share.

Keywords: Customer satisfaction, business revenue, business growth, brand growth

JEL Classification: M31

Suggested Citation

Dawes, John, Do Customer Satisfaction Scores Link to Business Revenue Over Time? (February 27, 2020). Available at SSRN: or

John Dawes (Contact Author)

University of South Australia - Ehrenberg-Bass Institute ( email )

GPO Box 2471
Adelaide, 5001


UniSA Business ( email )

Adelaide, South Australia 5001

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