個案總覽

New research says they do, in spades, especially for online businesses.

Customers who buy your product because they want to--not because you make them--are the most loyal, says Rice University's Paul M. Dholakia.

Surveying contented customers just once can increase profitability over the course of a year, surprising new research finds. That may be tempting news to marketers, but beware: Surveying unhappy customers could have the opposite effect.