The authors synthesize research on the relationship of customer satisfaction with customer- and firm-level outcomes using a meta-analysis based on 535 correlations from 245 articles representing a combined sample size of 1,160,982. The results show a positive association of customer satisfaction with customer-level outcomes (retention, WOM, spending, and price) and firm-level outcomes (product-market, accounting, and financial-market performance). A moderator analysis shows the association varies due to many contextual factors and measurement characteristics. The results have important theoretical and managerial implications.

Previous research assumes an unconditionally positive association of perceived switching costs-financial, procedural and relational-with repurchase intentions. Building on the theory of context-dependent preference formation, the authors posit price sensitivity as a contextual factor that moderates the relationship of repurchase intentions with three different types of switching costs - financial, procedural and relational. Using a large-scale dataset (N=8,588) spanning multiple industries in the B2B domain, the authors show that price sensitivity moderates these associations such that: (1) the negative association of financial switching costs with repurchase intention is stronger when price sensitivity is low, (2) the positive association of procedural switching costs with repurchase intention is stronger when price sensitivity is low and (3) the positive association of relational switching costs with repurchase intentions is stronger when price sensitivity is high. Linking repurchase intentions to actual sales underscores the practical relevance of their results.

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