RESEARCH
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How success, effort, and emotion affect customer loyalty, 2024
How success, effort, and emotion affect customer loyalty, 2024
As part of Qualtrics XM Institute’s 2023 US Consumer Study, we asked 10,000 consumers to rate their recent interactions with brands across the three dimensions of customer experience – success, effort, and emotion – and how likely they are to perform four loyalty activities afterward: trust the brand, forgive the brand for a mistake, recommend the brand to others, and purchase more from the brand.
In this report, you'll learn
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- Emotion has the largest impact
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- Effort and success also have positive effects on loyalty
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- Airlines benefit the most from strong customer experiences
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+ Consumer payment loyalty is least affected by customer experience
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