“This theory, if true, also explains some counterintuitive findings in customer behaviour: **it has long surprised observers that, if a customer has a problem and a brand resolves it in a satisfactory manner, the customer becomes a more loyal customer than if the fault had not occurred in the first place**. Odd, until you realise that solving a problem for a customer at your own expense is a good way of signalling **your commitment to a future relationship**.” --- **Tags** -- , [[quotes]], [[loyalty]], [[marketing]] , [[advertising]] , [[sales]] , [[client-service]] , [[signalling]] , [[trust]] **Source** -- [[202407221554 - B - Alchemy]]