Business Services Industry
Playing the relationship game in retail.
Australasian Business Intelligence, March, 2003
Mar 24, 2003 (B&T - ABIX via COMTEX)
A recent report from Carlson Marketing Group should be of concern to retailers. The "Relationship Builder Report" found a large gap between the percentage of consumers who have a "closeness" to their favourite retailer and the percentage who have a "commitment" to their favourite retailer. The gap is even greater than that for the banks, which are generally regarded as being poor on customer service. The figures suggest that the policy of shopping centres of encouraging customers to "shop around" by locating competing stores close to each other does not encourage customers to develop a close commitment to a particular retailer.
Publication Date: 21 March 2003
CARLSON MARKETING GROUP (AUSTRALIA)
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