Tag Archives: customer

Brand Loyalty Increases When Other Customers Look, Act Like Us

EAST LANSING, Mich. — The more other customers look and act like us, the more likely we are to stay loyal to a particular store or product, according to a groundbreaking study co-authored by a Michigan State University marketing expert.

Surprisingly, the presence and behavior of other customers is just as important to brand loyalty as customer service, said Clay Voorhees. As a real-world example, he noted the fact that Abercrombie & Fitch offered to pay troublemaking cast members of the MTV reality show “The Jersey Shore” to stop wearing its clothes. (more…)

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Study Shows That, In Restaurants, Race Matters

A new study from North Carolina State University shows that more than one-third of restaurant servers discriminate against African-American customers.

“Many people believe that race is no longer a significant issue in the United States,” says Sarah Rusche, a Ph.D. candidate in sociology at NC State and co-author of a paper describing the study. “But the fact that a third of servers admit to varying their quality of service based on customers’ race, often giving African-Americans inferior service, shows that race continues to be an issue in our society.” (more…)

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