Creating Customer Advocates

Barry, Michael
November 2007
SN: Supermarket News;11/19/2007, Vol. 55 Issue 47, p33
The article reports on a survey by IBM of 6,135 U.S. consumers conducted in the first quarter of 2007. The survey has identified just how large a percentage of shoppers are not only loyal to their local supermarket but willing to serve as advocates for the store, recommending it to others. According to the survey, 27% of shoppers are advocates, while at the other extreme 46% are classified as antagonists who harbor a poor attitude toward their supermarket and may be harming its reputation. The rest fall into the apathetic category.


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