J.E. Karp, Author, The Power of Service: Service Through the Eyes of Customers

THERE IS NO QUESTION THAT WHILE QUALITY AND VALUE MAY BRING THE CUSTOMER IN, GREAT SERVICE WILL BRING THEM BACK. Aside from increasing prices or decreasing costs, incremental sales increases result from two factors -- repeat business and new customers. The question is, what is it that makes people want to return? The dynamic of the visit is the primary contributing factor. That dynamic stems directly from the quality of their first service experience. A nice smile, strong handshake or some chat about golf, are not nearly enough.