Study conducted in conjunction with the Baker Retailing Initiative at Wharton Business School. Based on responses from 1186 telephone interviews conducted over the 2005 holiday shopping season. Details problems encountered by shoppers and their impact on key market behaviors, including: Likelihood of purchasing items from the company over the next year; negative word-of-mouth; and positive referrals. Provides details breakouts by retail categories (e.g. mass merchants vs. specialty stores); gender; and region (Northeast, South, Midwest, West). Includes information on use of gift cards and problems experienced with product returns. Concludes that the negative experiences of every 100 shoppers results in the loss of 32 to 36 shoppers due to customer defection and negative word-of-mouth.
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