Acknowledging Consumer Gratitude: Leveraging the Voice of the Consumer to Increase Loyalty

Paul W. Fombelle , Northeastern University, USA
Clay Voorhees , Michigan State University, USA
Sterling Bone , Utah State University, USA
Alexis Allen , Florida State University, USA
Often communication efforts are directed at unsatisfied consumers, as opposed to consumers who offer positive feedback. This research examines the effect of extending the dialogue with very satisfied consumers who offer positive feedback. Across three studies we investigate the effects of acknowledging very satisfied customers with an expression of gratitude.
[ to cite ]:
Paul W. Fombelle , Clay Voorhees , Sterling Bone , and Alexis Allen (2013) ,"Acknowledging Consumer Gratitude: Leveraging the Voice of the Consumer to Increase Loyalty", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.