The Cumulative Effect of Transaction-Specific Satisfaction on Share of Wallet: A Longitudinal Investigation

  • Timothy L. Keiningham
  • Lerzan Aksoy
  • Edward C. Malthouse
  • Alexander Bouye
  • Bart Lariviere
Part of the European Advertising Academy book series (EAA)


Marketing scholars traditionally regard satisfaction as an important determinant of customer loyalty (Oliver, 1999; 2010). The relevance of the satisfaction- loyalty link to managers is that changes in customers’ levels of satisfaction are expected to correspond to changes in customers’ share of category spending (i.e., share of wallet, SOW). In fact, Jones and Sasser (1995, p. 94) assert, “the ultimate measure of loyalty, of course, is share of purchases in the category.” While this may be an overstatement, since SOW is not as forward looking as other measures of loyalty (Oliver, 1999), it is frequently used by researchers to opera- tionalize loyalty behavior (e.g., Bowman et al., 2000; Bowman and Narayandas, 2004; Brody and Cunningham, 1968; Cunningham, 1956; Tellis, 1988; Wind, 1970).


Customer Satisfaction Customer Loyalty Service Encounter Social Exchange Theory Consumer Loyalty 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Timothy L. Keiningham
    • 1
  • Lerzan Aksoy
    • 2
  • Edward C. Malthouse
    • 3
  • Alexander Bouye
    • 4
  • Bart Lariviere
    • 5
  1. 1.Ipsos LoyaltyUSA
  2. 2.Forham UniversityUSA
  3. 3.Northwestern UniversityUSA
  4. 4.Ipsos LoyaltyUSA
  5. 5.Ghent UniversityBelgium

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