GPS and other new, digital technologies have given companies capabilities like never before. They also bring up new questions. For instance, if a company using GPS can see a small service failure is about to occur, should it proactively apologize in real-time or let it go? Proactive apologizing can backfire, which may cause the customer to perceive this service experience as lackluster, leading to decreased satisfaction, trust, recommendations and patronage. What can be done to help managers decide if and when to apologize, and when appropriate, how to do so in the right manner? This study offers some insights.
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While many businesses were disrupted during the Covid-19 pandemic, there were some others who discovered new opportunities. The pandemic also made available new methods of study to assess the changes which occurred in consumer behavior due to Covid. Today, there are questions as to what pandemic-induced behaviors will hang on for the long haul and which will fall away as the pandemic recedes. For instance, will the success of food service delivery continue?
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Ever wonder what the impact of one negative review is on a product? Researchers in this MSI award-winning working paper were able to quantify this recently, from a retailer’s “newest first” review display policy. In technology and home and garden products, a single critical opinion had a detrimental impact that was two-fold, the study found. It increased the probability of continuing to search and to competitors while decreasing the purchase probability.
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Influencer advertising is on the rise, yet we know little about what prompts consumers to engage with the “star of the show”. A new study identifies six particular consumer segments that follow influencers, uncovering why they do so and how they react to influencer content—insights that serve as a guide to managing influencer/endorser relationships.
