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The Stock Market's Pricing of Customer Satisfaction

Author

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  • Ittner, Christopher D.

    (University of Pennsylvania)

  • Larcker, David F.

    (Stanford University)

  • Taylor, Daniel J.

    (Stanford University)

Abstract

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.

Suggested Citation

  • Ittner, Christopher D. & Larcker, David F. & Taylor, Daniel J., 2009. "The Stock Market's Pricing of Customer Satisfaction," Research Papers 2036, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:2036
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    References listed on IDEAS

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    1. Brav, Alon & Geczy, Christopher & Gompers, Paul A., 2000. "Is the abnormal return following equity issuances anomalous?," Journal of Financial Economics, Elsevier, vol. 56(2), pages 209-249, May.
    2. Robert Jacobson & Natalie Mizik, 2009. "The Financial Markets and Customer Satisfaction: Reexamining Possible Financial Market Mispricing of Customer Satisfaction," Marketing Science, INFORMS, vol. 28(5), pages 810-819, 09-10.
    3. Blume, Marshall E. & Stambaugh, Robert F., 1983. "Biases in computed returns : An application to the size effect," Journal of Financial Economics, Elsevier, vol. 12(3), pages 387-404, November.
    4. Fama, Eugene F & French, Kenneth R, 2000. "Forecasting Profitability and Earnings," The Journal of Business, University of Chicago Press, vol. 73(2), pages 161-175, April.
    5. Carhart, Mark M, 1997. "On Persistence in Mutual Fund Performance," Journal of Finance, American Finance Association, vol. 52(1), pages 57-82, March.
    6. Fama, Eugene F & French, Kenneth R, 1996. "Multifactor Explanations of Asset Pricing Anomalies," Journal of Finance, American Finance Association, vol. 51(1), pages 55-84, March.
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    Citations

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    Cited by:

    1. Terpstra, Maarten & Verbeeten, Frank H.M., 2014. "Customer satisfaction: Cost driver or value driver? Empirical evidence from the financial services industry," European Management Journal, Elsevier, vol. 32(3), pages 499-508.
    2. Ha-Yeon Park & Cheong-Kyu Park, 2024. "The Impact of COVID-19 on the Value Relevance of Customer Satisfaction," Sustainability, MDPI, vol. 16(18), pages 1-16, September.
    3. Robert Merrin & Arvid Hoffmann & Joost Pennings, 2013. "Customer satisfaction as a buffer against sentimental stock-price corrections," Marketing Letters, Springer, vol. 24(1), pages 13-27, March.
    4. Huang, Ming-Hui & Trusov, Michael, 2020. "Customer satisfaction underappreciation: The relation of customer satisfaction to CEO compensation," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 129-150.
    5. Camelia-Daniela Hategan & Ruxandra-Ioana Pitorac & Vasile-Petru Hategan & Carmen Mihaela Imbrescu, 2021. "Opportunities and Challenges of Companies from the Romanian E-Commerce Market for Sustainable Competitiveness," Sustainability, MDPI, vol. 13(23), pages 1-15, December.
    6. Eric T. Bradlow, 2009. "Does Everything Being Resolved Equal Nothing Gained? Bringing in the Wisdom of the Academic Crowd," Marketing Science, INFORMS, vol. 28(5), pages 809-809, 09-10.
    7. Guenther, Miriam & Guenther, Peter, 2021. "The complex firm financial effects of customer satisfaction improvements," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 639-662.
    8. Robert Jacobson & Natalie Mizik, 2009. "—Customer Satisfaction-Based Mispricing: Issues and Misconceptions," Marketing Science, INFORMS, vol. 28(5), pages 836-845, 09-10.
    9. Steven Crawford & Ying Huang & Ningzhong Li & Ziyun Yang, 2020. "Customer Concentration and Public Disclosure: Evidence from Management Earnings and Sales Forecasts†," Contemporary Accounting Research, John Wiley & Sons, vol. 37(1), pages 131-159, March.

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