My dad has to be the most loyal customer in the world to the local Esso gas station. Every opportunity he gets, he will try to promote the store positively and refers people there for almost anything they ask for. My dad has developed a great relationship with the two owners over time and has become loyal to everything that the stand for, particularly coffee (after switching from several years of brand loyalty to Tim Hortans). He will always recommend Esso as a first point of shopping for anyone asking where they can get convenience goods.
This just goes to show how strong of an influence a brand community can have on purchase intentions of consumers and how powerful and productive brand evangelists can be in building brand equity and brand trust. This also shows just how valuable some customers can be to certain brands and suggests that brands should put a heavy emphasis on retaining these passionate followers as opposed to acquiring new, less valuable customers.
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