The study of customer satisfaction

The study of customer satisfaction has shown that there could be a
disproportional relationship between cause and effect, or between a factor and
its consequence on the organization. For instance, a five percent increase in
loyalty can increase profits by 25 to 85 percent (Cacioappo, 2000). Loyal
customers are six times more likely to repurchase or recommend the purchase of
the product or service to someone else. Studies have shown that on average,
four percent of the customers will be dissatisfied or complain about the product
and/or service. The various studies have also shown that a dissatisfied customer
is likely to tell nine other people, while a satisfied customer will tell five people
about the good treatment (Cacioappo).