The study finds companies that use immediate follow-up customer surveys or multiple follow-up surveys may open themselves to negative consequences because customers who were satisfied with the specific service they received may jump to the conclusion that their service was comprehensive and that consequently they do not need to return in the near future for other services.
"Even when customers express high levels of satisfaction, the inferences they make from answering such questions could have the adverse effect of delaying their next purchase for businesses," said co-author Utpal Dholakia, associate professor of management at Rice's Jones Graduate School of Business.
The study, "Understanding the Effect of Post-service Experience Surveys on Delay and Acceleration of Customer Purchasing Behavior: Evidence from the Automotive Industry," was co-authored by Dholakia, Siddharth Singh and Robert Westbrook and published recently in the Journal of Service Research.
The findings are important to service-oriented businesses, because the industry typically uses a significant amount of their marketing-research budget on customer-satisfaction surveys. These surveys also collect important data on customers, such as types of service used, name, e-mail, phone, address and customer history.
To combat the delay of repeat business that surveys create, Dholakia said, companies should consider offering their customers an attractive coupon redeemable only within a certain period, or free services on the next post-survey visit, to stimulate customers to come back sooner.
"After conducting service-experience surveys, companies should make sure that they have a plan in place to counter any of their negative effects. It is important for the company to better understand what inferences customers make from survey participation," Dholakia said.
While the study found these pitfalls of post-service customer surveys, Dholakia said that in the long run surveys do work for service-oriented businesses.
"In our study, although customers delayed their very next service visit to the company's stores, over the longer term, they came back more frequently and were more likely to redeem the company's coupons," Dholakia said. "In the long run, surveys have net positive effects on customer behavior."The study was based on the quick-lube (oil change) industry and used information on purchase history, service information, vehicle data and demographic characteristics from 11,373 customers. The information was obtained from a national quick-lube's data warehouse. The data were obtained for all quick-lube service visits at the firm's outlets both prior to and after the survey over a seven-year period, for a total of 75,423 service visits.
To read the complete study, visit www.rice.edu/nationalmedia/multimedia/2010-11-02-surveys.
For more information or to speak with Dholakia, contact David Ruth, director of national media relations, at 713-348-6327 or firstname.lastname@example.org
David Ruth | EurekAlert!
Smart Data Transformation – Surfing the Big Wave
02.12.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT
Climate change could outpace EPA Lake Champlain protections
18.11.2016 | University of Vermont
Physicists of the University of Würzburg have made an astonishing discovery in a specific type of topological insulators. The effect is due to the structure of the materials used. The researchers have now published their work in the journal Science.
Topological insulators are currently the hot topic in physics according to the newspaper Neue Zürcher Zeitung. Only a few weeks ago, their importance was...
In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.
Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...
Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...
A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.
Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...
In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.
“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...
16.11.2016 | Event News
01.11.2016 | Event News
14.10.2016 | Event News
09.12.2016 | Life Sciences
09.12.2016 | Ecology, The Environment and Conservation
09.12.2016 | Health and Medicine