Survey and Research
Customer Loyalty and Relationship Quality
A study examined how relationship quality might lead to customer loyalty for younger consumers.  (Figure 5, see below, offers an explanation of relationship quality, service quality and customer loyalty.) The study measured the relationship quality exhibited by a service organisation and whether positive behavioural or attitudinal outcomes were achieved. It also examined the importance of service quality in connection with building both relation- ship quality and customer loyalty. Data was collected from a survey of 257 young consumers, aged 18-31, in Hong Kong. The study revealed that:
- Service quality did not lead to customer loyalty for young consumers.
- Five of six parameters of customer loyalty showed a strong relationship between relationship quality and customer loyalty.
- The direct effect of service quality on loyalty was found to be insignificant, but service quality had a direct influence on relationship quality, which in turn had a direct influence on customer loyalty
Customer Experience Management A Priority
In a 2013 Oracle corporation survey of customer experience management, respondents gave answers in the following percentages:
- 81% were willing to pay a premium for a superior customer experience
- 89% switched brands after poor customer experiences
- 20% of organisations reported annual percentage revenue losses due to poor customer experience management
- 93% of executives said that improving customer experience is one of their top-three business priorities
- 18% expected to increase spending on customer experience technology over the next two years. 
Poor Processes Affect Customer Loyalty
In a 2013 IDC global survey of customer loyalty commissioned by Ricoh, respondents that had experienced ineffective document-driven processes reported the following:
- 70% said they would be less likely to do business with that company in future
- 60% said they would probably switch to a different company
- More than 30% said they would write negative reviews about their experience in online forums
- More than 60% of organisations surveyed reported that maximizing the effectiveness and efficiency of their customer-facing processes would be likely to improve revenue by an average of 10.1%
- 56% of organisations reported spending one day or less reviewing processes; just over one-third of the respondents agreed this was not enough time. 
Customer Loyalty and Retention
A survey on the subject of customer loyalty management and practices received 92 responses from organisations in the United States:
- 44% measured retention through the use of technology and 56% through other means (such as surveys or sales revenue)
- 97% of the organisations believed customer loyalty was very important, but only 27% actually measured it
- 73% of sales came from existing customers
- more than 50% retained customers for six years or more
- 96% said their top five customers had purchased from the competition during the last three years when they had expected to receive the order. 
Web Site Innovation and Perceived Service Quality
A 2012 study examined consumer perceptions of the influence of website innovation on service quality, trust, loyalty and word-of-mouth recommendations toward that website. Responses were analysed from 370 Australian e-retail customers. The results revealed that the perception of an innovative experience on an e-retail website led to more positive perceptions of overall e-service quality, higher levels of trust, website loyalty and positive word-of-mouth behaviour. Perceived web site-service innovation:
- had a strong, positive impact on consumer’s evaluations of the overall e-service quality
- facilitated the development of trust in the e-retailer’s website
- led to consumers showing stronger levels of website loyalty, and
- led to consumers being more likely to tell others about the site and to recommend it. 
E-Commerce and Developing Customer Loyalty
The role of trust in shaping e-commerce relationships was investigated using a survey of 420 business students from a large university in the United States. The study recorded the following key factors associated with growing customer loyalty:
- Trust and the associated contributing components of competence, goodwill, and integrity were very important.
- A shared belief in the integrity, competence, and goodwill of web vendors positively affected consumer trust.
- Both satisfaction and value were particularly important aspects associated with one-time or short-term transactions.
- While satisfaction was an important short-term attribute, value had a longer-term impact on customer loyalty.
- A positive relationship existed between loyalty and word of mouth: loyal customers engaged more strongly in word-of-mouth referrals. 
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