Abstract:

This paper examines the interaction between customer satisfaction and firm/brand preference and their moderating impact on share-of-wallet spending for a large financial institution and the fleet trucking industry.Share-of-wallet information is the proportion of the actual share of business in a category that customers allocate to competing firms.In both examples, satisfaction does, indeed, moderate the relationship between firm/brand preference and share of wallet. The results demonstrate the insights to be gained by both researchers and practitioners if they understand the interaction between satisfaction and firm/brand preference and use this to more accurately estimate actual share of wallet spending.