higher future cash flow
luo underline that customer satisfaction is an important driver of a firm is profitability.
for instance,anderson found a positive influence of customer satisfication on financial performance indicators of a firm such as,return on investment(ROI) and ROA.
fornell emphasizes that,"satisfied customers canbe viewed as economics assets of the firm that yield future cash flows."according to gruca and lopo,
a firm generates benefits for itself beyond the present transaction by satisfying a customer these benefits arise from positive influence of the satisfied customer's future ahopping behavior
for example, satisfied customers are more loyal and over time impact their purchase intention
some of this increased level of purchasing is due to satified customers being more receptive to cross-selling efforts