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Research papers

Driving share-of-wallet through customer satisfaction and brand preference

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...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Heather Evans, Terry G. Vavra, Tiffany Perkins-Munn, Timothy L. Keiningham, John A. Theodore
September 14, 2003
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Citation

Evans, Vavra, Perkins-Munn, Keiningham and Theodore (2003a, September 14). Driving share-of-wallet through customer satisfaction and brand preference. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/driving-share-of-wallet-through-customer-satisfaction-and-brand-preference