The Power of Surveys to Increase Repeat Business

Keywords

customer feedback, positive framing, repeat purchases

Abstract

Do you take the time to request feedback from your clients and customers? If not, you could be missing out on an opportunity to boost repeat business. Research has shown that merely soliciting a review from customer increases repeat business. This is known as the mere solicitation effect. While such effects were known, what had not been investigated was how the specific wording of the request for feedback can influence a customer's repeat purchase behavior. In multiple field studies, we find that repeat purchases are boosted (above and beyond the mere solicitation effect) when companies ask for open-ended, positive feedback at the beginning of a customer survey.

Original Publication Citation

Bone, Sterling A., Katherine N. Lemon, Katie A. Liljenquist, Paul W. Fombelle, Kristen B. DeTienne, and R. Bruce Money (2018) , “The Power of Surveys to Increase Repeat Business,” Baylor University Keller Center Research Report, 11 (March).

Document Type

Peer-Reviewed Article

Publication Date

2018

Publisher

Baylor University Keller Center Research Report

Language

English

College

Marriott School of Business

Department

Marketing

University Standing at Time of Publication

Full Professor

Link to Full Text

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