When you drop a bill on a new firearm you (rightfully so) have a higher expectation of satisfaction with your purchase?
My limited experience is that the customer wants to feel good about their purchase and the brand that they have selected. So if they have a problem and the manufacturers Customer Service turns a back flip to make good on it, the customer will be happy. As far as brand loyalty goes... it may be even higher than if there was no defect in the first place, because now the customer knows "they have great CS" and feels as if they've entered into a kind of relation ship with the manufacturer.
But if the CS is lame, makes excuses, charges return shipping, takes forever, is dishonest, fails to correct the problem, etc.... The manufacturer has blown it big time. And the resentment felt by the customer will be magnified greatly because of the premium price they paid.
That's my take on it....
I'm the Engineering Manager at a med. sized manufacturing company and Quality Manager is a collateral duty for me. By modern standards, we have a pretty week quality program. We don't do any statistical process control and the owners have zero interest in going ISO 9001. In fact, the owner/president once told me "it's cheaper to pick it up and rework it, than it is to get it right the first time".
But, surprisingly, our defect rates are pretty low... but it's all a subjective analysis, as we don't measure them well. But when I go six months without cutting a single RMA, and we run hundreds of orders a week in a fast paced job shop environment, I feel like I can say we're doing a pretty good job.
But here's the trick..
1. Our pricing is very competitive. Not the lowest in our marketplace, but far from the highest.
and
2. We have awesome customer service! If we screw up, we will turn back flips, eat shipping cost, and repair or replace product ASAP, at no cost.
The result....
Our customers love us and are very loyal. The company is doing very well and is very profitable.
We just hired 15 new full time employees (about a 12% increase in our head count).
How many of you can tell me your company just did that?