Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Survey finds satisfaction no guarantee of customer loyalty

Published on .

Kirkland, Wash.--Customer satisfaction is not a guarantee of customer loyalty, according to study results released Tuesday by Crestwood Associates, a research company. Sixty-five percent of those surveyed said they continue to entertain, or "cross-shop," alternative vendors even if a particular vendor has met their customer service and value expectations. More than half (56%) place higher value on a company that does more and is "trying to get better" rather than one that "doesn't make mistakes," according to the national telephone survey of 1,657 randomly selected adults.
Most Popular
In this article: