What does 'share of wallet' represent in service marketing?

'Share of wallet' specifically refers to the percentage of a customer's total spending within a particular category that is captured by a specific service or company. In service marketing, it highlights how much of a customer's expenditures a business is able to secure compared to competitors offering similar services.

For example, if a consumer typically spends $100 monthly on coffee and they spend $40 at a particular café, that café has a 40% share of wallet from that customer. This concept is critical because it helps companies identify their competitive position and understand customer loyalty. It indicates not only customer retention but also the potential for growth if the business can convert more of their spending into their own revenue.

The other choices do not encapsulate the essence of 'share of wallet.' Overall satisfaction with a service is about customer experience but does not equate to spending. The total revenue from repeat customers measures financial performance rather than specific customer spending patterns. Lastly, average spending forecasted for the upcoming year looks ahead and does not reflect the current allocation of customer budgets. Hence, the correct answer effectively captures the essence of customer spending within the context of service marketing.