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The Top Twenty Marketing Science Papers of the Past Quarter Century

We have known for some time that one of our papers, “Return on Quality” co-authored by Tim Keiningham, Global Chief Strategy Officer at Ipsos Loyalty, was a game changer.

A new paper in the International Journal of Research in Marketing confirms its impact, ranking it 7th in terms of its impact on the practice of marketing (out of all marketing science papers published over the past 25 years). “Return on Quality” introduced the first scientifically vetted system for linking customer satisfaction to financial outcomes. The paper changed what managers expected of satisfaction and loyalty research. It’s overriding message is that efforts to improve satisfaction should be treated as investment decisions. This is a cornerstone of the Ipsos Loyalty philosophy, and is reflected in our focus on Profitable Loyalty.

International Journal of Research in Marketing

Return on Quality

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