Weighing the options

DeCarteret, Jonathan
June 2008
Utility Week;6/13/2008, Vol. 29 Issue 8, p34
Trade Publication
The article focuses on the growing influence of price on consumer loyalty to a utility brand. According to a data released by the British Market Research Bureau, 23 percent of British households changed their utility supplier in the past 12 months. The current financial crisis means price will determine choice far more than clever product or service bundles. Direct marketing agency WWAV Rapp Collins believes that trust is the key to winning back customers, especially in a credit crunch environment.


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