CHICAGO -- “We talk about loyalty programs, and that’s great, but what makes a customer loyal in the first place?”
Robert Byrne, senior manager of consumer insights for research firm Technomic, presented on what drives loyalty beyond the loyalty program during CSP’s Loyalty Forum, which was held March 27-29 in Chicago.
Byrne said customer service is the key driver behind convenience-store visit satisfaction, especially among millennials and members of Generation Z. He made the case that the average younger customer is more concerned with how the person behind the counter treats them than access to technology or the presence of a loyalty program.
Other factors outside of service are more likely to drive customers to a c-store, including a convenient location and a clean store, but Byrne cited service as the strongest driver of satisfaction.
Byrne’s presentation was driven by survey results from Chicago-based Technomic, in which customers were asked about their experience after their visit to a c-store.
Click through for the numbers behind what makes customers loyal outside of a loyalty program …