Acknowledging Consumer Gratitude: Leveraging the Voice of the Consumer to Increase Loyalty

Acknowledging Consumer Gratitude: Leveraging the Voice of the Consumer to Increase Loyalty

Often communication efforts are directed at unsatisfied consumers, as opposed to consumers who offer positive feedback. This research examines the effect of extending the dialogue with very satisfied consumers who offer positive feedback. Across three studies we investigate the effects of acknowledg...

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Bibliographische Detailangaben
Hauptverfasser: Fombelle, Paul W, Voorhees, Clay, Bone, Sterling, Allen, Alexis
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Brand loyalty
Consumers
Customer feedback
Customer satisfaction
Emotions
Studies
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Beschreibung
Zusammenfassung:Often communication efforts are directed at unsatisfied consumers, as opposed to consumers who offer positive feedback. This research examines the effect of extending the dialogue with very satisfied consumers who offer positive feedback. Across three studies we investigate the effects of acknowledging very satisfied customers with an expression of gratitude.
ISSN:0098-9258