According to data from the latest Customer Satisfaction Index of Singapore for the retail sector released by the Institute of Service Excellence at SMU (ISES), it was found that repeat customers are likely to spend more per visit. "We ask respondents two questions. The first is a repurchase intent question: we ask them on a scale of 1-10 how likely they are to go back to the retailer they last patronised," said SMU Assistant Professor of Marketing and ISES Academic Director Marcus Lee. An added wrinkle is the increasing importance of tourist customer loyalty for retailers. ISES Director Caroline Lim said: "Unlike locals, tourists are less likely to visit as frequently. However, a more satisfied tourist is more likely to recommend the store, visit the store the next time they return to Singapore and be more tolerant towards price differences between their preferred store and rival stores."