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I want to be a biz school prof, too

According to this no-duh article, shoppers have reported the following problems:

• 50 per cent have had a retail problem.
• The main problems are time it takes to find parking or the product the consumer wants, and unknowledgeable or rude staff
• The bigger the store, the higher the chance there will be a problem
• Men are less loyal than women.*

After analyzing the results of the survey, Wharton School marketing professor Stephen Hoch made the following recommendations:

If businesses want to stop the bleeding from negative word-of-mouth, it's clear that they need to invest in ensuring that each customer experience is first rate – from adequate parking, to trained front-line staff, to the right product mix, both in stock and on the shelves.

Boy, the sponsors of the survey got their money's worth with that astounding act of analysis.

* That's a shocker!

Posted by Stan Taylor on June 6, 2006 11:10 AM
Categories: Odds and Ends