Does making less effort entail satisfaction? A large empirical study on client relationship services

The customer effort score has become one of the indicators most monitored by companies in recent years.


Every customer interaction with the brand, whether at the point of sale, by telephone or on the internet, before or after purchase, to solve a problem, or obtain information, puts their satisfaction to test. The way the brand addresses interactions with consumers contributes to the overall assessment of brand quality.

Customer-brand relationship is a central concept in marketing and management research and practice (e.g., Krishna & Kim, 2021). The investment that customers make in their relationships with brands is a determining factor of their relational satisfaction (Sung & Campbell, 2009; Zainol et al., 2014, p. 319). The concept of...

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