Reexamining the Market Share–Customer Satisfaction Relationship

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Assessing Performance Outcomes in Marketing (2016, background): “For example, Rego, Morgan, and Fornell (2013) show that in consumer markets, under most circumstances, the link between market share and customer satisfaction is negative.”
The Predictive Ability of Different Customer Feedback Metrics for Retention (2015, unknown): “For example, if a customer is relatively unsatisfied with the firm, but the firm outperforms its competitors on average customer satisfaction, the customer is left with few alternatives to choose from and will not likely switch to a competitor (Rego et al., 2013).”
Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods (2017, methodology): “Many follow-up studies use ACSI results, for example, to assess the impact of customer satisfaction on market share (e.g., Rego et al. 2013) or stock returns (e.g., Fornell et al. 2016), furthering our understanding of customer satisfaction’s value relevance.”