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For Immediate Release December 20, 2001
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166

(ARLINGTON, Texas) – Word of mouth can make or break a home improvement company according to the marketing research firm Decision Analyst. In a landmark study of air conditioning purchasers, The American Comfort Survey™, the marketing firm found that three out of every four homeowners discuss their experience with friends and neighbors.

Dissatisfied customers are no more or less likely to tell friends about their experience than satisfied customers. However, the dissatisfied customers who do talk to others about their experience tell 50% more people than the satisfied customers. Homeowners who are very dissatisfied with their purchases tell an average of 9.9 people, compared to only 6.7 people for very satisfied homeowners.

"This is a study of heating and air conditioning purchasers spending thousands of dollars," said study author Matt Michel, "so the results will differ for smaller purchases. However, consumers should behave similarly for other major purchases."

Michel continued, "When you account for the spread of second-hand information, it’s easy to see how a home improvement or any other company can do a good job most of the time, but end up with a terrible reputation."

The study, which takes a comprehensive look at heating and air conditioning replacements from the homeowner’s perspective, has a margin of error of 3%.

The report is written principally for air conditioning manufacturers and distributors and is priced at a level where it is affordable by even the smallest distributors.

For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1.800.ANALYSIS (262.5974)
Address: 604 Avenue H East
Arlington, TX 76011

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