Rice Study Looks at Marketing Benefits, Pitfalls of Customer-Satisfaction Surveys
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While the study found these pitfalls of post-service customer surveys, Dholakia said 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."
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