A research study produced by the Society of Consumer Affairs Professionals (SOCAP) International talked to over 5,000 consumers to measure how their interactions with companies affected their future purchasing decisions. Conducted for SOCAP by The Center for Client Retention, the study found a direct correlation between buying intent and a customer's experience with a company's customer relations people. Specifically, 90 percent of those consumers who were pleased with their experience said they would continue to buy the product or service, while only 37 percent of the customers who were dissatisfied with their experience said they would remain loyal.
Emphasizing the importance of these "customer relationship" factors, the study examined the influence of these attributes on consumer loyalty and found a direct relationship. It indicated that 88 percent of those respondents who gave a company representative’s demonstration of "concern and interest" their highest ranking said they would be very likely to purchase the company's products again, while only 3 percent would be very unlikely to purchase again. For company representatives who "show enthusiasm," consumer reaction was identical: 88 percent would be very likely and only 3 percent very unlikely to buy the company's products again.