Survey finds satisfaction no guarantee of customer loyalty

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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.
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