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The Stock Market's Pricing of Customer Satisfaction

  • Ittner, Christopher D.

    (University of Pennsylvania)

  • Larcker, David F.

    (Stanford University)

  • Taylor, Daniel J.

    (Stanford University)

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    A number of recent marketing studies examine the stock market's response to the release of American Customer Satisfaction Index (ACSI) scores. The broad purpose of these studies is to investigate the stock market's valuation of customer satisfaction. However, a key focus is on whether customer satisfaction information predicts long-run returns. We provide evidence on the market's pricing of ACSI information using a more comprehensive set of well-established tests from the accounting and finance literatures. We find that ACSI scores provide some incremental information on future operating income and that the market quickly responds to the release of information on large increases in satisfaction. However, we find no evidence that ACSI predicts long-run returns. These results suggest that customer satisfaction information is value-relevant, but are also consistent with Jacobson and Mizik's (2009) conclusion that mispricing of ACSI information, if present at all, is limited.

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    File URL: http://gsbapps.stanford.edu/researchpapers/library/RP2036.pdf
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    Paper provided by Stanford University, Graduate School of Business in its series Research Papers with number 2036.

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    Date of creation: Jun 2009
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    Handle: RePEc:ecl:stabus:2036
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    1. Carhart, Mark M, 1997. " On Persistence in Mutual Fund Performance," Journal of Finance, American Finance Association, vol. 52(1), pages 57-82, March.
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