Research Friday: How To Become The King Of Loyal Customers?

When Will You Use This? 

 

Planning and developing your commercial settings to provide meaningful experience for your customers and encourage place attachment.

What’s The Red-Letter Bite Today?

 

Place attachment is defined as one’s strong emotional bond with a specific location.

Current research* examines how people develop, experience, and act on place attachment in commercial settings. It is found that commercial place attachment emerges from experiences of familiarity, authenticity and security offered by the commercial setting, and from the associated experience of homeyness.

Moreover, it’s noted that consumers experience this unusually domesticated commercial experience as a gift from the service provider, and reciprocate with supportive behaviors toward the place, in particular volunteering, over-reciprocation, and ambassadorship.

Addition To Your Bag of Tricks    

 

Your business would only benefit from strong emotional bond with you customers. In order to provide enjoyable, extraordinary, and meaningful experience and social interaction, you don’t have to go for something extraordinary or spectacular. Make sure your customer feels comfortable at your business settings; there are a few symbolic elements that are similar to the general home environment; your interactions are always warm and respectful; your customer feels secure and safe, and it’s easy to find one’s way around a place.


*Debenedetti, Alain, Harmen Oppewal, Zeynep Arsel), Place attachment in commercial settings: A gift economy perspective, Journal of Consumer Research, 58 (Feb), 2014. {Thanks for the material}


P.S. When you’re done reading, I’d love for you to share your experience with place attachment? Do you have one specific place (not your home!) you could go to war for? Leave a comment or Tweet me, let's chat!

P.P.S. Need some help on crafting your marketing message? Let's do this together.