Researchers from Catholic University of Portugal, Boston College, Korea University, University of Texas at San Antonio, and Rice University published a new paper in the Journal of Marketing that identifies customers’ political ideology as an important driver of their satisfaction. The study, forthcoming in the Journal of Marketing, is titled “How Political Identity Shapes Customer Satisfaction” . . Customer satisfaction is of utmost importance to firms. It drives customer word-of-mouth, loyalty, and sales, which is why many firms spend millions or even billions of dollars innovating the customer experience. This new research identifies customers’ political ideology as an important driver...