APPENDIX CTHE ELUSIVE LINK BETWEEN CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: A SUMMARY OF THE RESEARCH
Conventional wisdom would tell us that there must be some kind of link between customer satisfaction and customer loyalty. And to a limited degree that does seem to be the case. But where exactly does loyalty get formed on the scale from extremely dissatisfied to extremely satisfied? We don’t know beyond the suggestion that it happens primarily at the highest reaches. Xerox found in its pioneering work in the early 1990s on customer satisfaction and loyalty that on a satisfaction one-to-five scale, customers who give a “four” rating of satisfaction are six times more likely to leave than those who rate Xerox at “five.”1 Satisfaction scales ...
Get Emotional Value now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
