Turning Customer Feedback into Commitment

Abstract

A growing number of firms are investing in being on the cutting edge of customer connections. However, when retailers continually promote customer feedback, it can be a huge weakness if there’s not a unique and involved communication channel with desirable customer benefits. Therefore, the purpose of this study is to examine the effects of customer product involvement on satisfaction, emotional connectivity, brand loyalty and word-of-mouth behavior. The major findings of this study are that customer product involvement has a strong positive relationship to a customer’s satisfaction and emotional connectivity, and brand loyalty, through customer product involvement, significantly influences a customer’s word-of-mouth behavior. The participant’s responses supported all hypotheses within data analysis. Secondary findings suggest that shoppers who purchase and browse many times per year are more likely to becoming involved in the CPI process.