Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
← Swipe to explore all 18 families →
Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
94OUT
Sp
Satisfaction Payoff
Family
9. Satisfaction and Loyalty (IV · Customer and Brand Assets)
Era
Period 7: Frontier, 2020s
Block
OUT · Outputs: performance
Tier
Major
Cell card
Description
Their meta-analysis of more than a quarter century of research found a robust positive relationship between customer satisfaction and firm performance, stronger for customer-based than for accounting measures, with moderators in measurement and context.
Managerial Implications
Across a quarter century of research, customer satisfaction has a consistent positive effect on firm performance, stronger for market-based outcomes than for accounting ones and varying by industry and measure. The payoff is real but not automatic. Managers should expect returns to show first in loyalty and share, then in profit, and should calibrate satisfaction targets to their industry rather than chasing universal benchmarks.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
