Will a Poor Customer Experience Affect Future Purchases? - eMarketer
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Will a Poor Customer Experience Affect Future Purchases?

Consumers want to be satisfied with the overall shopping experience

March 18, 2016 | Retail & Ecommerce

A good or bad customer experience can affect whether consumers will buy from a store again. Indeed, nearly half of US digital buyers said that it’s unlikely they’ll make another purchase if they had a bad experience, according to February 2016 research.

Likelihood of Making Another Purchase from a Store After a Good vs. Bad Customer Service Experience According to US Digital Buyers, Feb 2016 (% of respondents)

Ecommerce solutions provider Onestop surveyed 600 US internet users who had made an online purchase in the past 12 months. When asked how likely they would be to buy from a store again after a bad customer service experience, 47.8% of respondents said they would be unlikely, and 27.7% said they would be highly unlikely to do so.

Just 3.7% of digital buyers said they would be likely to shop from a store again after a bad experience, and 2.0% said they would be very likely.

US Internet Users Who Have Stopped Doing Business with a Company due to Poor Customer Service, by Industry and Generation, Oct 2015 (% of respondents in each group)

Respondents were also asked how likely they would be to buy from a store again after a good customer experience. Nearly two-thirds (63.3%) said they would be very likely to do so, and 31.7% said they would be likely to. Less than 1% of respondents said they would be unlikely—and even highly unlikely—to shop from a story again after a good customer experience.

Making sure consumers are satisfied with their overall experience is key, because it can ultimately affect whether they will make another purchase in the future.

In fact, an October 2015 Aspect and Conversion Research survey found that more than half of US internet users have stopped doing business with a general retail company due to poor customer service.

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