The survey of over 1,400 U.S. consumers was conducted by Chadwick Martin Bailey.
The custom market research firm said, unlike the common perception that people respond to satisfaction surveys only because they are upset with the experience, the research found that 81 percent respond equally for positive and negative experiences. Just four percent said they respond only when they have had a bad experience, whereas 13 percent say they typically do it only when they have a very positive experience.
"Looking more deeply at the results, we see some unique segments of people responding to these surveys," said Jeff McKenna, senior consultant and director of customer satisfaction solutions at Chadwick Martin Bailey, in a statement. "This indicates to me an opportunity for companies to tailor post-survey messaging and interactions if companies choose to engage these people more fully."
He added, "Overall, they are showing devotion to a company and, at the very least, companies should be thanking the customers who provide insightful comments, whether they are problems or praises."
The study also found that men and women have different motivations. For instance, 60 percent of women participate in customer satisfaction surveys to share a good experience versus 52 percent of men. Most men (53 percent) fill them out to improve the company compared to 47 percent of women. The biggest gender differences are around discounts: 50 percent of women participate to receive a discount compared to 40 percent of men.