Customer satisfaction and perceived value in a product offering are strong predictors of customer loyalty. In the absence of these two basic criteria, customers will not hesitate to move over to a competing brand even when faced with switching costs.
For example, say you go to your nearby corner store and buy a raspberry ice cream on a hot summer’s day. The ice cream is yummy and cools you off, leaving you satisfied with your purchase. However, you think the ice cream does not hold a candle to a creamy scoop of Haagen-Dazs. Because Haagen-Dazs is perceived as a high-quality ice cream brand that gives you far more satisfaction that a cheap corner store brand does, the chances of your seeking out a Haagen-Dazs is much higher than those for the generic store brand.
In other words, it is not just important to offer your customers satisfaction with their first conversion, you also need to convince them of the value of your product/service…
Personalization Helps Marketers Overcome Big E-Commerce Challenges
