DATA NUGGET
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April 25, 2000
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How to Win Customer Loyalty
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As more and more e-tailers crowd onto the Web, customer loyalty is growing in importance. The key factors are customer support and on-time delivery, according to a report by BizRate.com. These factors were strongly correlated with repeat purchases, but prices and ease of ordering were not. Correlations measure the degree of association between two variables. A correlation index above 35 or below -35 is considered to have moderate to strong associations. Here's how performance ratings correlate to the likelihood of repeat purchases:
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| High correlation
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| Level and quality of customer support | 63 |
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| On-time delivery | 57 |
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| Product shipping and handling | 47 |
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| Production representation | 46 |
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| Posted privacy policies | 44 |
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Low correlation
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| Ease of ordering | 20 |
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| Product selection | 20 |
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| Web site navigation and looks | 20 |
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| Product prices | 20 |
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| Product information | 19 |
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| DATA: BizRate.com
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