Does The Internet Encourage Disloyalty?
from the missing-the-point dept
A recent study suggesting that people who research products online are more likely to switch brands of products they buy has people worried that the internet encourages disloyalty. This is, of course, the wrong way to look at the study’s results. All it means is that the internet makes for more well-informed customers – so you’d better have your act together. Companies that do well by their customers tend to earn additional loyalty. However, being misleading and unfriendly to your customers means that your “brand” will have more of a negative connotation. Companies (and brand managers) who don’t realize this aren’t likely to last very long.