The correlation between a brand's wallet allocation rule and its financial results is________ than the relationship between previous service and financial measures.

The correlation between a brand's wallet allocation rule and its financial results is indeed far higher than the relationship between previous service and financial measures because a wallet allocation rule directly reflects how consumers choose to distribute their spending among competing brands. This allocation is a critical indicator of market share and ultimately influences revenue and profit margins.

In comparison, historical service metrics tend to focus on past performance and customer satisfaction without necessarily capturing the dynamics of consumer spending behavior and preferences. While service quality can impact customer loyalty and retention, it may not accurately predict financial outcomes on its own, as it does not account for shifts in consumer spending.

Thus, the wallet allocation rule provides a more immediate and relevant insight into how choices made by consumers impact a brand's financial success. This stronger connection illustrates the importance of understanding consumer behavior in making marketing and financial decisions.