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The Impact of Survey Participation on Subsequent Customer Behavior: An Empirical Investigation

Author

Listed:
  • Sharad Borle

    (Jesse H. Jones Graduate School of Management, Rice University, 6100 Main Street, Houston, Texas 77005)

  • Utpal M. Dholakia

    (Jesse H. Jones Graduate School of Management, Rice University, 6100 Main Street, Houston, Texas 77005)

  • Siddharth S. Singh

    (Jesse H. Jones Graduate School of Management, Rice University, 6100 Main Street, Houston, Texas 77005)

  • Robert A. Westbrook

    (Jesse H. Jones Graduate School of Management, Rice University, 6100 Main Street, Houston, Texas 77005)

Abstract

Recent research studies have shown that, in the aggregate, survey participation is associated with increased purchase behaviors. Whereas selective customer response could be responsible for some of this correlation, we conclude that survey participation does cause changes in purchase behavior. On the basis of this conclusion, we investigate the possible differential impact of participating in a firm-sponsored satisfaction survey on (1) services purchases, (2) responsiveness to promotions, (3) interpurchase time, and (4) spending, across customers. We develop a joint model of these four customer behaviors and explicitly examine the role of customer characteristics and store-specific variables in moderating the effects of survey participation. We also study how these effects change over time. The data used for the analysis come from a longitudinal field study of customer satisfaction conducted by a U.S. automotive services firm. It contains two groups of customers. One group was administered a customer satisfaction survey and the other was not. Our results reveal a substantial positive relationship between satisfaction survey participation and all the customer behaviors studied. Assuming a causal relationship, we also find the effects of satisfaction survey participation to vary across customers and stores, and over time.

Suggested Citation

  • Sharad Borle & Utpal M. Dholakia & Siddharth S. Singh & Robert A. Westbrook, 2007. "The Impact of Survey Participation on Subsequent Customer Behavior: An Empirical Investigation," Marketing Science, INFORMS, vol. 26(5), pages 711-726, 09-10.
    • Handle: RePEc:inm:ormksc:v:26:y:2007:i:5:p:711-726
    DOI: 10.1287/mksc.1070.0268
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    References listed on IDEAS

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    1. Dholakia, Utpal M & Morwitz, Vicki G, 2002. "The Scope and Persistence of Mere-Measurement Effects: Evidence from a Field Study of Customer Satisfaction Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 159-167, September.
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    6. Galit Shmueli & Thomas P. Minka & Joseph B. Kadane & Sharad Borle & Peter Boatwright, 2005. "A useful distribution for fitting discrete data: revival of the Conway–Maxwell–Poisson distribution," Journal of the Royal Statistical Society Series C, Royal Statistical Society, vol. 54(1), pages 127-142, January.
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    Cited by:

    1. Allen, B.J. & Dholakia, Utpal M. & Basuroy, Suman, 2016. "The Economic Benefits to Retailers from Customer Participation in Proprietary Web Panels," Journal of Retailing, Elsevier, vol. 92(2), pages 147-161.
    2. Xiaojing Dong & Ramkumar Janakiraman & Ying Xie, 2014. "The Effect of Survey Participation on Consumer Behavior: The Moderating Role of Marketing Communication," Marketing Science, INFORMS, vol. 33(4), pages 567-585, July.
    3. Mamode Khan Naushad & Rumjaun Wasseem & Sunecher Yuvraj & Jowaheer Vandna, 2017. "Computing with bivariate COM-Poisson model under different copulas," Monte Carlo Methods and Applications, De Gruyter, vol. 23(2), pages 131-146, June.
    4. John Robert Warren & Andrew Halpern-Manners, 2012. "Panel Conditioning in Longitudinal Social Science Surveys," Sociological Methods & Research, , vol. 41(4), pages 491-534, November.
    5. Siddharth Singh & Sharad Borle & Dipak Jain, 2009. "A generalized framework for estimating customer lifetime value when customer lifetimes are not observed," Quantitative Marketing and Economics (QME), Springer, vol. 7(2), pages 181-205, June.
    6. Bach, Ruben L. & Eckman, Stephanie, 2017. "Does participating in a panel survey change respondents' labor market behavior?," IAB-Discussion Paper 201715, Institut für Arbeitsmarkt- und Berufsforschung (IAB), Nürnberg [Institute for Employment Research, Nuremberg, Germany].
    7. Andrew Halpern-Manners & John Warren, 2012. "Panel Conditioning in Longitudinal Studies: Evidence From Labor Force Items in the Current Population Survey," Demography, Springer;Population Association of America (PAA), vol. 49(4), pages 1499-1519, November.
    8. Meena Badade & T. V. Ramanathan, 2022. "Probabilistic Frontier Regression Models for Count Type Output Data," Journal of Quantitative Economics, Springer;The Indian Econometric Society (TIES), vol. 20(1), pages 235-260, September.
    9. Sharad Borle & Siddharth S. Singh & Dipak C. Jain, 2008. "Customer Lifetime Value Measurement," Management Science, INFORMS, vol. 54(1), pages 100-112, January.
    10. Netemeyer, Richard G. & Heilman, Carrie M. & Maxham, James G., 2012. "The Impact of a New Retail Brand In-Store Boutique and its Perceived Fit with the Parent Retail Brand on Store Performance and Customer Spending," Journal of Retailing, Elsevier, vol. 88(4), pages 462-475.
    11. Kimberly F. Sellers & Andrew W. Swift & Kimberly S. Weems, 2017. "A flexible distribution class for count data," Journal of Statistical Distributions and Applications, Springer, vol. 4(1), pages 1-21, December.
    12. Sander F. M. Beckers & Jenny Doorn & Peter C. Verhoef, 2018. "Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 366-383, May.
    13. Sun, Baohong & Morwitz, Vicki G., 2010. "Stated intentions and purchase behavior: A unified model," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 356-366.
    14. Cho, Jihoon & Aribarg, Anocha & Manchanda, Puneet, 2023. "Can firms benefit from integrating high-frequency survey measures with objective service quality data?," International Journal of Research in Marketing, Elsevier, vol. 40(3), pages 513-533.

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