Customer share

An important customer behaviour factor is “customer share’: the extent to which a customer meets his needs for the kinds of products or services he wants by doing business with a specific company. For example, from an automobile dealer, Auto India, Reliance Taxi, which has 20 vehicles, 18 of which were bought from Auto India, giving Auto India a 90% share of customer Reliance Taxi. Another transporter Mega Taxi also bought 18 vehicles from Auto India-but these are only a fraction of his 200 vehicles fleet, giving Auto India- only a 9% share of customer of Mega Taxi. The customer behaviour of Reliance Taxi is, of course, much more positive for Auto India than Mega Taxi.