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Posted by Serge Therrien on January 13, 2000 at 14:35:42:
In Reply to: Loyalty and Customer Satisfaction posted by M Crawford on January 13, 2000 at 11:36:21:
Hi,
Research has shown that customer "satisfaction" is not enough;
"Delighted" customers stated repurchase intentions significantly higher than that of "satisfied" customers-- you can go out of business with "satisfied" customers!!!
Delight is indicated by the highest possible rating, e.g. Strongly Agree, Very Good, Very Satisfied...
Outcomes can include:
Likelihood of increased use, Intention to buy again, Pay more or Recommend to a colleague.
Now the numbers:
When asked the overall level of satisfaction, 84% of the respondants who were "very satisfied" had intentions to repurchase; Vs. 41% of "satisfied"; 5% of "Neither"(!) and 0% of "dissatisfied". Also, 5% of "satisfied" said they would definitely not repurchase, Vs. 1% of the "Very satisfied", 8% of "Neither" and 66% of "Dissatisfied".
FYI... service is found to be much more highly correlated with customer attitudes and behavior than is product.
Hope this help
Serge
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