Dholakia & Morwitz (2002): Assessing satisfaction with the company increased likelihood of openning new customer accounts and reduced unprofitability of costumers among a financial services firm over a year
Reference:
Dholakia, U. M., & Morwitz, V. G. (2002). The scope and persistence of mere-measurement effects: Evidence from a field study of customer satisfaction measurement. Journal of Consumer Research, 29(2), 159-167.
Download PDFSummary:
Customers of a financial services firm were randomized to receive a telephone survey assessing satisfaction with the company; 96% reported being satisfied. As compared to customers not surveyed, this increased the percentage who opened a new account over the next year from 13% to 51%, and reduced unprofitability/customer from $13.80 to $1.20.
Psychological Process:
What Desired Meaning is At Stake?
What is the Person Trying to Understand?
To See the Self as AdequateApproach to Desired Meaning
What about it?
Link Self-Integrity to a Behavior or Attitude to Motivate Positive ChangePsychological Question Addressed
Did I say I would do it?Psychological Process 2:
Psychological Process 3:
Heading
Did I say I would do it?Social Area:
Work
Intervention Technique:
Increasing commitment through action, pre-commitment