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Are satisfied customers loyal?

As you ponder this question, consider the experience of Ken who usually services his car at a particular auto workshop called Auto Center A. Ken’s goal is to have his car serviced properly. And when the car goes in for servicing, everything on the checklist is usually carried out absolutely correctly with car ready on time and the bill also totally correct. So Ken is satisfied with the services of this auto workshop and has become their regular customer.

One day, after his car became due for servicing, he was going to that workshop (Auto Center A) for servicing and saw another workshop called Auto Center B that newly opened in the same vicinity, with service charge the same as that of Auto Center A. Ken decided to try the new workshop. So he dropped his car for servicing at the workshop (Auto Center B) and went to a nearby market for shopping.

When he returned to collect his car, he found not only that the service has been done properly, the bill correct and the car ready, but that it has also been washed, the interior has been vacuumed with a clean white sheet of paper placed in the footwell. And there is a band of paper around the steering wheel that says, “This car has been serviced by Osaze Oviawe. If you have any worries, please ask to speak to him.” Ken was very satisfied.

Which of the auto workshops will Ken likely go to the next time his car is due for servicing?

Now, again, are satisfied customers loyal?

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