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Timothy L. Keiningham, Lerzan Aksoy, Arne De Keyser, Bart Larivière, Alexander Buoye and Luke Williams introdUction it’s not just how many points you score that matters–you need to score more than your competitors.(keiningham et al. 2011, p. 31) in recent decades, customer loyalty has gained both academics’ and practitioners’ attention as being one of the most important determinants of company growth. arguably the most important manifestation of this loyalty as it relates to firm growth is the share of category spending (that is, share of wallet) that customers allocate to the various brands that they use. a great deal of research has examined the drivers of share of wallet (SoW). Most of this research has focused on the relationship between metrics like customer satisfaction, recommend intention, and repurchase intention on SoW. Yet while researchers agree that these variables are antecedents to SoW, research …