We obtained the returns with simple trading rules that generated two portfolios: the first portfolio
comprised the top 50% of companies in customer satisfaction, and the second contained the bottom 50%, all equally weighted. We purchased stocks at the end-of-month closing price for the quarter in which NCSI-UK results were announce and held all stocks for one calendar year. Each quarter, we examined the stocks with new customer satisfaction information and adjusted the portfolios accordingly. If a stock was no longer in the top 50%, we moved it from the first portfolio to the second portfolio, and vice versa. Figure 3 provides the model-free returns (trading costs excluded) on the two
portfolios compared with returns on the FTSE 100.