According to a Better Business Bureau
Survey, Shoppers Pick 'Customer Service' as Most Important Consideration
When Buying
CHICAGO,
IL-January 17, 2012 - While price and product selection were factors in the
recent Holiday shopping season, customer service showed itself to be the most
important element for shoppers according to a post-Christmas poll by the Better
Business Bureau.
In the 10
days following the holiday, More than half (51%) of visitors to the BBB website
picked customer service over price (33%), product selection (11%) and location
(5%) as the key concern in making purchasing decisions.
"These
results show that consumers continue to place a very high value on customer
service," said Steve Bernas, president and CEO of the Better Business
Bureau of Chicago and northern Illinois.
"Price and product selection were significantly lower in consumers'
interest than how the business relates to its customers."
The BBB
president noted that while price usually is usually highlighted in advertising
and promotions, stores may be missing what is truly important to the consumer
if they do not make the buying experience pleasing to the customer.
"Most
store owners will admit that while price may pull customers into the store
initially, it is the customer service and experience in the store that makes
them into a repeat customer," Bernas explained. "And repeat customers
are what every business wants."
For more
consumer advice, visit www.bbb.org
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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.