earticle

영어

This study examines the links between customer satisfaction and sales. The NCSI and KCSI provides yearly and Quarterly indices of overall customer satisfaction for major competitors in a variety of product and service industries. The findings indicate that percentage change in customer satisfaction at t-1 is positively related to growth rate of sales. However. no statistically significant results are found in percentage change in customer satisfaction at t. Economic returns from improving customer satisfaction are not immediately realized. We find the long-run nature of the economic returns from improving customer satisfaction.