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

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

Research output: Contribution to journalArticle

10 Scopus citations


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



  • Customer satisfaction
  • Expectation
  • Management strategy
  • Quality

ASJC Scopus subject areas

  • Marketing

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