Measuring Customer Loyalty: A Benchmark Study of HVAC & Sheet Metal Customers’ Satisfaction

Measuring Customery Loyalty


Dennis Sowards
Quality Support Services
1437 N. Coleman Circle
Mesa, AZ 85201
Tel: (480) 835-1185
Fax: (480) 835-1185
Cell: (602) 740-7271



Customer loyalty can be the key to business success or failure. The New Horizons Foundation initiated and funded a study to gain greater understanding of customer requirements with the intent to improve the competitiveness of HVAC and sheet metal contractors.

Understanding what drives customer buying decisions creates confidence and builds enduring trust and loyalty. This is critical to developing a vital customer base that looks beyond price and bid and sustains contractor profitability in any economic climate. This study is the first industry-wide measure of customer perceptions of:

  1. The factors that are most important to purchasing successful HVAC work.
  2. The quality of performance of HVAC and sheet metal contractors.

Individual contractors will realize the most value from this study by using the self-survey kit and conducting their own customer satisfaction survey. They can benchmark the results with these findings and identify specific actions that meet their customers needs and expectations. A powerpoint presentation, Conducting Customer Surveys, is among the resources included in this publication.