Rice Study Looks at Marketing Benefits, Pitfalls of Customer-Satisfaction Surveys
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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 as 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.
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