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Empirical evidence of the stock market's (mis)pricing of customer satisfaction

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  • O'Sullivan, Don
  • Hutchinson, Mark C.
  • O'Connell, Vincent

Abstract

Recent portfolio studies provide conflicting evidence on whether the stock market (mis)prices the value of customer satisfaction, as measured by the American Customer Satisfaction Index (ACSI), and whether ACSI-based trading strategies provide market-beating returns. The current research aims to shed new light on these issues. We reexamine two ACSI-based trading strategies considered in prior research. Applying a methodology that deals with three interlinking issues, risk adjustment, abnormal returns estimation and portfolio aggregation, we find that the trading strategies do not provide compelling evidence that the market mis-prices the value of customer satisfaction. Our study contributes to the current debate on the (mis)pricing of customer satisfaction by demonstrating the application of a framework within which the robustness of observed anomalies can be more fully assessed.

Suggested Citation

  • O'Sullivan, Don & Hutchinson, Mark C. & O'Connell, Vincent, 2009. "Empirical evidence of the stock market's (mis)pricing of customer satisfaction," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 154-161.
    • Handle: RePEc:eee:ijrema:v:26:y:2009:i:2:p:154-161
    DOI: 10.1016/j.ijresmar.2008.08.004
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    5. Theissen, Erik & Zimmermann, Lukas, 2020. "Do contented customers make shareholders wealthy? Implications of intangibles for security pricing," CFR Working Papers 20-12, University of Cologne, Centre for Financial Research (CFR).
    6. Ivanov, Vladimir & Joseph, Kissan & Wintoki, M. Babajide, 2013. "Disentangling the market value of customer satisfaction: Evidence from market reaction to the unanticipated component of ACSI announcements," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 168-178.
    7. Dutordoir, Marie & Verbeeten, Frank H.M. & De Beijer, Dominique, 2015. "Stock price reactions to brand value announcements: Magnitude and moderators," International Journal of Research in Marketing, Elsevier, vol. 32(1), pages 34-47.
    8. Verhoef, Peter C. & Venkatesan, Rajkumar & McAlister, Leigh & Malthouse, Edward C. & Krafft, Manfred & Ganesan, Shankar, 2010. "CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 121-137.

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