– Written by Elizabeth Farquhar for the Center for Services Leadership Communications play a critical role in maintaining brand trust every day. Brands do this with customers much in the same way humans do with each other – through honesty, transparency, empathy, and by matching behavior to those values. During a crisis, trust is more …
– Written by Natalie Both for the Center for Services Leadership In the service industry, how are some firms able to diversify when they are on the extreme end of the intangibility range? It would seem that the best way to remain successful is to specialize in one service and offer only that. However, recent …
Over the years, certain well-known brand names have become synonymous with the product or service they deliver, such as Netflix, Kleenex, Q-Tips, and Scotch Tape. Consumers become attached and place feelings of loyalty to not only these products, but to the names. What happens to this loyalty and willingness to buy when a company chooses …
Customers are a significantly important resource for improving a company’s brand but they are often underutilized. Studies across service environments indicate that an engaged customer actively participates in idea generation and collaborative behaviors such as sharing knowledge, ideas and preference information to support the brand. According to an article published in the Journal of Services …
As shopping is on its way to becoming an exclusively online process, how can retailers capture the attention of consumers in an environment where the focus is much narrower than in a physical store? In an article written by Barbara Kahn, she presents the research found to determine consumer patterns of attention and which aspects …
Since mobile technologies and apps have become a core element in people’s daily lives, branded apps have become an essential marketing communication channel to attract new customers and to enhance customers’ brand loyalty. Apart from acquiring users to download the app, it is even more valuable to persuade your customers to use the app continuously. …
