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4 Brand Loyalty In Travel

4 Brand Loyalty In Travel

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Customer Service

• Few things can affect customer loyalty like customer service. According to a survey

by Accenture, in assessing loyalty related to retailers of technology products, over

80% of customers who rated their service below average said they would buy from a

different company next time. Merely average service dropped customer purchasing

loyalty from 51% to 27%.

Customer Surveys

• Many customers feel more loyal to a brand if it takes the time to find out their

opinion. In a survey by Cint (www.cint.com), 62% of customers said they were more

likely to purchase a brand’s product if their opinion has been sought by the brand.

Price

• A survey by Acxiom (www.acxiom.com) found that 53% of adults would change to a

new auto insurance carrier to save $300 annually.

Social Network Connections

• Studies have shown that a company’s social followers are more likely to buy the

brand’s products. In a survey by Chadwick Martin Bailey (www.cmbinfo.com), more

than half of Facebook users said they are likely to purchase at least a few brands

they are social friends and followers of; 67% of Twitter followers indicated the same.

Also, 60% of respondents claimed their Facebook fandom increased the chance

that they would recommend a brand to a friend; among Twitter followers, that

percentage rose to almost 80%.

In the Brand Loyalty Survey by ClickFox (www.clickfox.com), survey respondents

identified the following as the best ways companies can build brand loyalty (percentage

of respondents):

• Providing exceptional customer service:

34%

• Rewarding purchases, feedback, and referrals:

20%

• Sending exclusive and/or relevant offers and specials:

13%

• Providing personalized products or services:

12%

• Knowing the customer when they visit or call:

10%



CONSUMER BEHAVIOR 2017-2018



• 187 •



29

BUYING AMERICAN-MADE



29.1 Preference For U.S.-Made Products

In a recent Harris Poll (www.theharrispoll.com), 61% of adults said they are more

likely to purchase something when an ad touts it is ‘Made in America,’ and 3% said they

are less likely to buy it; 35% said they are neither more nor less likely to purchase a

product when an ad emphasizes it is Made in America.

Those who are more likely to purchase a product that is Made in America, by

age and region, are as follows:

Age

Much More Likely Somewhat More

Neither

Less Likely

• 18-to-34:

15%

29%

52%

4%

• 35-to-44:

20%

42%

37%

1%

• 45-to-54:

29%

37%

30%

4%

• 55 and older:

39%

37%

22%

3%

Region

• East:

• Midwest:

• South:

• West:



22%

32%

25%

26%



38%

35%

35%

32%



36%

31%

36%

38%



3%

2%

4%

5%



Overall



26%



35%



35%



3%



When asked about factors influencing their decision to buy American-made

products in a Harris poll, survey participants said the following were important

(percentage of respondents):

• Keeping jobs in America:

90%

• Supporting American companies:

87%

• Safety concerns with products produced outside the U.S.:

82%

• Quality concerns with products produced outside the U.S.:

83%

• Patriotism:

76%

• Human rights issues with products produced outside the U.S.:

76%

• Decreasing environmental impact since products don’t need to

be shipped as far:

71%

Other surveys have found preference for U.S.-made to be even higher. In a

survey by Boston Consulting Group (BGC, www.bcg.com), 80% of adults said they

preferred U.S.-made goods and that they are willing to pay more for them.

CONSUMER BEHAVIOR 2017-2018



• 188 •



Interestingly, BCG also found that many consumers in other countries also prefer

U.S.-made goods. When the same question was asked of Chinese consumers, 47%

said they preferred Made in America.

A poll by The New York Times had findings consistent with the Harris Poll.

_________________________________________________________________



“Two-thirds of Americans say they check labels

when shopping to see if they are buying

American goods, according to a New York

Times poll taken early this year. Given the

example of a $50 garment made overseas,

almost half of respondents – 46% – said they

would be willing to pay from $5 to $20 more for

a similar garment made in the United States.”

The New York Times

_________________________________________________________________



29.2 Buying American By Product Type

When asked about various categories of products in a Harris Poll, the following

percentages of adults said it is important to buy American-made products:

• Major appliances:

75%

• Furniture:

74%

• Clothing:

72%

• Small appliances:

71%

• Automobiles:

70%

• Sports/exercise equipment:

66%

• Home electronics/TVs:

66%

• Smartphones/tablets:

66%

• Jewelry:

63%

• Motorcycles:

59%

• Novelty/gift items:

59%

By gender, responses were as follows:











Major appliances:

Furniture:

Clothing:

Small appliances:



Female



Male



79%

78%

77%

76%



71%

71%

67%

66%



CONSUMER BEHAVIOR 2017-2018



• 189 •



















Automobiles:

Sports/exercise equipment:

Home electronics/TVs:

Smartphones/tablets:

Jewelry:

Motorcycles:

Novelty/gift items:



74%

69%

72%

71%

67%

61%

66%



65%

64%

60%

61%

58%

58%

51%



By generation, responses were as follows:

























Major appliances:

Furniture:

Clothing:

Small appliances:

Automobiles:

Sports/exercise equipment:

Home electronics/TVs:

Smartphones/tablets:

Jewelry:

Motorcycles:

Novelty/gift items:



M illennials



Gen Xers



57%

54%

56%

53%

58%

50%

49%

46%

47%

46%

45%



74%

76%

76%

72%

72%

70%

69%

69%

67%

62%

64%



Baby Boomers



86%

86%

80%

81%

76%

76%

74%

76%

69%

67%

66%



By demographic region, responses were as follows:

























Major appliances:

Furniture:

Clothing:

Small appliances:

Automobiles:

Sports/exercise equipment:

Home electronics/TVs:

Smartphones/tablets:

Jewelry:

Motorcycles:

Novelty/gift items:



Urban



Suburban



Rural



72%

71%

70%

72%

71%

64%

69%

66%

62%

55%

57%



74%

73%

72%

68%

67%

65%

63%

64%

60%

58%

56%



81%

79%

73%

76%

75%

73%

71%

71%

68%

63%

61%



29.3 Market Resources

Made In USA Foundation. (http://madeusafdn.org)

Maker’s Row, an online directory of U.S.-manufactured products.

(www.makersrow.com)

The Made In America Movement. (www.themadeinamericamovement.com)



CONSUMER BEHAVIOR 2017-2018



• 190 •



Seniors



85%

84%

80%

81%

75%

71%

76%

76%

70%

61%

61%



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