The Impact of Customer Satisfaction on CEO Bonuses

Journal of the Academy of Marketing Science, Forthcoming

Posted: 4 Nov 2010

See all articles by Vincent O'Connell

Vincent O'Connell

University of Amsterdam Business School

Don O'Sullivan

University of Melbourne - Melbourne Business School

Date Written: March 1, 2010

Abstract

Abstract In this study, we build on prior research in marketing and executive compensation to show that customer satisfaction is a significant determinant of CEO bonuses. Findings demonstrate that the success of CEOs in managing customer satisfaction has a direct, personal, and economic impact in the form of their annual bonus awards. Our study contributes to research on the use of customer satisfaction information, marketing accountability, and marketing’s board level relevance. Our research also extends marketing theory by pointing to a previously unexamined role for marketing performance metrics.

Keywords: CEO bonuses, Customer satisfaction

Suggested Citation

O'Connell, Vincent and O'Sullivan, Don, The Impact of Customer Satisfaction on CEO Bonuses (March 1, 2010). Journal of the Academy of Marketing Science, Forthcoming, Available at SSRN: https://ssrn.com/abstract=1702247

Vincent O'Connell (Contact Author)

University of Amsterdam Business School ( email )

Plantage Muidergracht 12
Amsterdam, 1018TV
Netherlands

Don O'Sullivan

University of Melbourne - Melbourne Business School ( email )

200 Leicester Street
Carlton, Victoria 3053 3186
Australia

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