Why Companies Should Make Their Customers Happy : the Neural Correlates of Customer Loyalty

@inproceedings{Plassmann2015WhyCS,
  title={Why Companies Should Make Their Customers Happy : the Neural Correlates of Customer Loyalty},
  author={Hilke Plassmann and Gavan J. Fitzsimons and Vicki G. Morwitz},
  year={2015}
}
In this study, we attempt to expand our understanding of the basis of affective bonds customers built with companies and brands. We conducted a brain-imaging study to assess differences in neural activations between loyal and disloyal customers of a department store during fictitious purchasing decisions. Based on prior findings in the literature, we assumed that for loyal customers, the exposure to the store brand would modulate their decision via an emotion-based path. The results suggest… CONTINUE READING