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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1757-5818
- DOI
- 10.1108/JOSM-05-2015-0157
- Publisher site
- See Article on Publisher Site
Abstract
PurposeThe satisfaction and loyalty research argues that customer satisfaction is an antecedent to share of wallet. The double jeopardy view, however, argues that satisfaction and share of wallet levels are driven exclusively by penetration levels. Customer satisfaction and penetration, however, are not always positively related. The purpose of the paper is to explore the relevance and validity of these two divergent perspectives to creating growth in customer share of spending.Design/methodology/approachWe examine a series of models evaluating the impact of both the relative penetration of a brand, and the satisfaction ratings of its customers on share of wallet using data covering 11 industry sectors, 188 brands, and 4,263 customers. FindingsWe find that part of the problem in reconciling these two views has been in how satisfaction is measured and analyzed. When using absolute satisfaction ratings of the firm/brand, the explanatory power of satisfaction on share of wallet is very weak at both the individual and firm level. When using satisfaction metrics relative to other competing brands, however, satisfaction is a strong predictor of customers’ share of category spending.Research limitations/implicationsAs predicted by double jeopardy, penetration is a strong predictor of firm-level share of wallet, but has almost no explanatory power at the individual level.Practical implicationsManagers need to focus on both improving penetration/reach and becoming the preferred brand in a customer’s usage set. Originality/valueThe research examines if (and if yes, how) satisfaction and penetration contribute to customers’ share of wallet allocations both at the individual and brand level.
Journal
Journal of Service Management – Emerald Publishing
Published: Aug 15, 2016