Marketing and consumer researchers need to employ a dose of curiosity for understanding, more closely and deeply, groups or communities of consumers that are less familiar and more different from them. It can be sought by observation of individuals from the group of interest, listening to and talking with them, and possibly interacting with them… Read More
On the Verge of Subscription Fatigue
Magazines & newspapers, video (TV) streaming, online shopping, water containers (mineral) or filters, shaving razors, and so on — almost anywhere companies are ready to offer consumers subscription programmes for their goods or services. The monthly or annual subscriptions may be offered by manufacturers (selling directly to consumers), service providers and retailers. The scheme is… Read More
Rebuilding Customer Loyalty in Hospitality
The coronavirus pandemic, with its changing virus variants arriving in multiple waves, caused havoc and serious disturbances in tourism, including travel, hospitality, and myriad of touristic activities. In some periods the pandemic waves caused almost a complete halt of travel, while in other periods there was partial resumption of tourist travelling and vacations. As hospitality… Read More
A Road Map to Customer Insights
In the crossroads of marketing research and customer research, a field of customer insights is flourishing. Instead of talking merely about research findings and conclusions, practitioners (managers and professionals) are developing and discussing customer insights. The term ‘insight’ does sound deeper and more clever, with potentially more ingenuine and farther-reaching meanings and implications. Especially when… Read More
Between Experience and Loyalty: The Case of Retailing
There is broad agreement, growing over the past decade, about the importance of improving and enhancing the experience of customers with companies, their brands, products or services. The journeys customers undergo, from shopping and purchasing through on-going service and support, should be streamlined and facilitated to make customer experiences more friendly and productive. It is… Read More
Consumer / Shopper / Customer Behaviour 