When loyalty programmes backfire: loyalty, entitlement and complaints

Disappointed customers complain. And while really loyal customers may be more forgiving that others, when they do feel disappointed and complain, they are particularly difficult to recover. These general truths of business make it particularly important to understand disappointment in loyal customers.   Researchers Xiaofei Li, Baolong Ma and Chen Zhou conducted a study about … Continue reading When loyalty programmes backfire: loyalty, entitlement and complaints

Relationship Marketing in action

Remember that post about gratitude in marketing, and its impact on customer loyalty? Well, I have just seen it into action. My daughter e-mailed the owner of a small business that offers rabbit boarding services, asking whether they could look after her pet rabbit while we are on holidays. This is the reply that she … Continue reading Relationship Marketing in action