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Posted by Lisa Haggerty on January 13, 2000 at 15:19:07:
In Reply to: Loyalty and Customer Satisfaction posted by M Crawford on January 13, 2000 at 11:36:21:
There is no magical percentage that you can count on in all cases; however there does appear to be a definite causal correlation.
I would start by reading the article "Why Satisfied Customers Defect," Sasser, W. Earl, Jr. and Jones, Thomas O., HBR, November-December 1995. They talk about the customer-loyalty link. Among their findings, there is a reference to a Xerox study where it was found that "totally satisfied customers were six times more likely to repurchase Xerox products over the next 18 months than its satisfied customers." This supports what Serge was saying. You can't just have "satisfied" customers - although creating satisfied customers is a positive step toward improving customer loyalty.
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