A Study on the Relation Between Customer Satisfaction Index and Business Conditions

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  • 顧客満足度と景気感との関連に関する研究
  • コキャク マンゾクド ト ケイキカン ト ノ カンレン ニ カンスル ケンキュウ

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Abstract

Assuming that there exists a quantitative relation between customer satisfaction and management performance such as market share, it is necessary to consider the properties of customer satisfaction and the determinants as well as to survey these properties longitudinally. Customer satisfaction measurements are classified into two types・・・monadic measures and cumulative measures・・・depending on the style and the form of the investigation. In the monadic case, a recent empirical analysis for durable goods market in Japan shows that there exists a singificant negative relation between average customer satisfaction and business conditions represented by stock prices although the measure is a proxy of monadic measure. This study aims to generalize that relationship by using ACSI as the representative of cumulative measure and considering its determinants. It was found that<BR>　 (1) There also exists a negative relation between the avraged ACSI and economic indicators, such as Dow Jones, although its correlation is weaker than that of monadic measure, <BR>　(2) When the averaged ACSI is at sector level, This relation becomes stronger in an industrial sector where the switching cost is high, and it weakens in industrial sectors where the switching cost is low because of fierce competition among firms.<BR>　Numerical examples are provided by which a positive association between customer satisfaction and management performance is clarified further, by adding the analytical process to remove the effect of market business conditions.

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