Customer Satisfaction Not Enough

Discussion
Mar 19, 2003
George Anderson

By George Anderson


An article in the Gallup Management Journal says satisfied customers are not necessarily loyal ones and “that without a strong emotional bond, satisfaction is meaningless.”


The article cites Gallup research in a leading supermarket chain. “Fully engaged” customers, who were extremely satisfied with a store and had an emotional connection to it, shopped 32 percent more often and spent 46 percent more than extremely satisfied shoppers who had no emotional bond to the chain.


Moderator’s Comment: What is the difference between
stores that develop emotional connections with their shoppers and those that
do not?


People. [George
Anderson – Moderator
]

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