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 email@example.com
David Ruth | EurekAlert!
The Great Unknown: Risk-Taking Behavior in Adolescents
19.01.2017 | Max-Planck-Institut für Bildungsforschung
A sudden drop in outdoor temperature increases the risk of respiratory infections
11.01.2017 | University of Gothenburg
An important step towards a completely new experimental access to quantum physics has been made at University of Konstanz. The team of scientists headed by...
Yersiniae cause severe intestinal infections. Studies using Yersinia pseudotuberculosis as a model organism aim to elucidate the infection mechanisms of these...
Researchers from the University of Hamburg in Germany, in collaboration with colleagues from the University of Aarhus in Denmark, have synthesized a new superconducting material by growing a few layers of an antiferromagnetic transition-metal chalcogenide on a bismuth-based topological insulator, both being non-superconducting materials.
While superconductivity and magnetism are generally believed to be mutually exclusive, surprisingly, in this new material, superconducting correlations...
Laser-driving of semimetals allows creating novel quasiparticle states within condensed matter systems and switching between different states on ultrafast time scales
Studying properties of fundamental particles in condensed matter systems is a promising approach to quantum field theory. Quasiparticles offer the opportunity...
Among the general public, solar thermal energy is currently associated with dark blue, rectangular collectors on building roofs. Technologies are needed for aesthetically high quality architecture which offer the architect more room for manoeuvre when it comes to low- and plus-energy buildings. With the “ArKol” project, researchers at Fraunhofer ISE together with partners are currently developing two façade collectors for solar thermal energy generation, which permit a high degree of design flexibility: a strip collector for opaque façade sections and a solar thermal blind for transparent sections. The current state of the two developments will be presented at the BAU 2017 trade fair.
As part of the “ArKol – development of architecturally highly integrated façade collectors with heat pipes” project, Fraunhofer ISE together with its partners...
19.01.2017 | Event News
10.01.2017 | Event News
09.01.2017 | Event News
20.01.2017 | Life Sciences
20.01.2017 | Physics and Astronomy
20.01.2017 | Materials Sciences