While the location of a business is often considered key,
it came in third place being selected by only 15 percent of shoppers as reasons
to return. Location was followed by
product selection and the ease and comfort of shopping as choices by 12 percent
of respondents each.
"Businesses have been saying that service and value
are important to their customers, and this survey shows that consumers
agree," said Steve J. Bernas, president and CEO of the Better Business
Bureau serving Chicago and Northern
Illinois. "These are two areas that need to be continuing
targets for a business to succeed."
He explained that few shoppers would deny that location,
product selection and ease of shopping as considerations. However, the BBB poll clearly shows service
and value are keys to winning a shopper's repeat business.
"This is important to all types of stores and
businesses because repeat customers are extremely valuable. They don't have to be convinced to shop at a
specific business because they already know about it," Bernas said. "Also, repeat customers often tell
others about a store or business. This
word-of-mouth advertising is the best type of promotion there is."
For more consumer
tips, visit www.bbb.org
As a private, non-profit organization, the
purpose of the Better Business Bureau is to promote an ethical marketplace.
BBBs help resolve buyer/seller complaints by means of conciliation, mediation
and arbitration. BBBs also review advertising claims, online business practices
and charitable organizations. BBBs develop and issue reviews on businesses
and nonprofit organizations and encourage people to check out a company or
charity before making a purchase or donation.