An empirical test of the drivers of overall customer satisfaction: Evidence from multivariate Granger causality

Vincent K Omachonu, William C. Johnson, Godwin N. Onyeaso

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

Purpose - The purpose of this paper is to investigate whether customer-perceived service quality and expectation of service quality have causal impacts on overall customer satisfaction. Design/methodology/approach - Data on all the variables were elicited from the American Customer Satisfaction Index (ACSI), and these were analyzed using the Granger causality method. Findings - Satisfaction and perceived quality were positively related. Even though perceived quality did not Granger-cause satisfaction in the short term, it did so in the long term. Likewise, even though satisfaction did not Granger-cause perceived quality in the short term, it did so in the long term. But customer expectations Granger-caused both satisfaction and expectation in the short-term and the long term. Research limitations/implications - The findings are based on only one company. Extrapolation to other companies demands caution and the data may not satisfy asymptotic assumptions. Originality/value - The study contributes to the literature by advising managers to extend their customer satisfaction tracking to overall customer satisfaction with its strategic implications.

Original languageEnglish
Pages (from-to)434-444
Number of pages11
JournalJournal of Services Marketing
Volume22
Issue number6
DOIs
StatePublished - Oct 17 2008

Fingerprint

Empirical test
Customer satisfaction
Granger causality
Perceived quality
Quality of service
Managers
Extrapolation
Perceived service quality
Customer expectations
Design methodology

Keywords

  • Customer satisfaction
  • Expectation
  • Management strategy
  • Quality

ASJC Scopus subject areas

  • Marketing

Cite this

An empirical test of the drivers of overall customer satisfaction : Evidence from multivariate Granger causality. / Omachonu, Vincent K; Johnson, William C.; Onyeaso, Godwin N.

In: Journal of Services Marketing, Vol. 22, No. 6, 17.10.2008, p. 434-444.

Research output: Contribution to journalArticle

@article{3b3d997d52ab415cafb50c6532813968,
title = "An empirical test of the drivers of overall customer satisfaction: Evidence from multivariate Granger causality",
abstract = "Purpose - The purpose of this paper is to investigate whether customer-perceived service quality and expectation of service quality have causal impacts on overall customer satisfaction. Design/methodology/approach - Data on all the variables were elicited from the American Customer Satisfaction Index (ACSI), and these were analyzed using the Granger causality method. Findings - Satisfaction and perceived quality were positively related. Even though perceived quality did not Granger-cause satisfaction in the short term, it did so in the long term. Likewise, even though satisfaction did not Granger-cause perceived quality in the short term, it did so in the long term. But customer expectations Granger-caused both satisfaction and expectation in the short-term and the long term. Research limitations/implications - The findings are based on only one company. Extrapolation to other companies demands caution and the data may not satisfy asymptotic assumptions. Originality/value - The study contributes to the literature by advising managers to extend their customer satisfaction tracking to overall customer satisfaction with its strategic implications.",
keywords = "Customer satisfaction, Expectation, Management strategy, Quality",
author = "Omachonu, {Vincent K} and Johnson, {William C.} and Onyeaso, {Godwin N.}",
year = "2008",
month = "10",
day = "17",
doi = "10.1108/08876040810901855",
language = "English",
volume = "22",
pages = "434--444",
journal = "Journal of Services Marketing",
issn = "0887-6045",
publisher = "Emerald Group Publishing Ltd.",
number = "6",

}

TY - JOUR

T1 - An empirical test of the drivers of overall customer satisfaction

T2 - Evidence from multivariate Granger causality

AU - Omachonu, Vincent K

AU - Johnson, William C.

AU - Onyeaso, Godwin N.

PY - 2008/10/17

Y1 - 2008/10/17

N2 - Purpose - The purpose of this paper is to investigate whether customer-perceived service quality and expectation of service quality have causal impacts on overall customer satisfaction. Design/methodology/approach - Data on all the variables were elicited from the American Customer Satisfaction Index (ACSI), and these were analyzed using the Granger causality method. Findings - Satisfaction and perceived quality were positively related. Even though perceived quality did not Granger-cause satisfaction in the short term, it did so in the long term. Likewise, even though satisfaction did not Granger-cause perceived quality in the short term, it did so in the long term. But customer expectations Granger-caused both satisfaction and expectation in the short-term and the long term. Research limitations/implications - The findings are based on only one company. Extrapolation to other companies demands caution and the data may not satisfy asymptotic assumptions. Originality/value - The study contributes to the literature by advising managers to extend their customer satisfaction tracking to overall customer satisfaction with its strategic implications.

AB - Purpose - The purpose of this paper is to investigate whether customer-perceived service quality and expectation of service quality have causal impacts on overall customer satisfaction. Design/methodology/approach - Data on all the variables were elicited from the American Customer Satisfaction Index (ACSI), and these were analyzed using the Granger causality method. Findings - Satisfaction and perceived quality were positively related. Even though perceived quality did not Granger-cause satisfaction in the short term, it did so in the long term. Likewise, even though satisfaction did not Granger-cause perceived quality in the short term, it did so in the long term. But customer expectations Granger-caused both satisfaction and expectation in the short-term and the long term. Research limitations/implications - The findings are based on only one company. Extrapolation to other companies demands caution and the data may not satisfy asymptotic assumptions. Originality/value - The study contributes to the literature by advising managers to extend their customer satisfaction tracking to overall customer satisfaction with its strategic implications.

KW - Customer satisfaction

KW - Expectation

KW - Management strategy

KW - Quality

UR - http://www.scopus.com/inward/record.url?scp=53749089180&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=53749089180&partnerID=8YFLogxK

U2 - 10.1108/08876040810901855

DO - 10.1108/08876040810901855

M3 - Article

AN - SCOPUS:53749089180

VL - 22

SP - 434

EP - 444

JO - Journal of Services Marketing

JF - Journal of Services Marketing

SN - 0887-6045

IS - 6

ER -