Commentary
Goodbye Good Will: Consumers Who Love The Brand May Be More Loyal, But Don't Push Them
- by Ray Schultz , Columnist, December 28, 2022
Logic suggests that loyalty members with an emotional link to a brand are more likely to forgive an occasional service lapse.
And many will -- but don’t think you can get away with providing a sub-par experience: such consumers are 12% to 16% more likely to feel frustration than those …
Ray Schultz is the former editor of DM News, Chief Marketer, Direct, Circulation Management and other marketing titles.
