Session 1b Wilson - The Consumers' Perspective

The Consumers’ Perspective Professor Alan Wilson

Social Media ,[object Object],[object Object],[object Object]

Customer to Customer ,[object Object]

Customer to Customer Jupiter Research ,[object Object],[object Object],[object Object],[object Object]

Customer to Customer: Factors Affecting Choice of Hotel % agreeing or strongly agreeing (base = 518 respondents) Hotel’s website 76% A friend’s positive comment on a social networking site 70% Reviews and ratings on online consumer travel forums (e.g. tripadviser, epinions etc) 54% Reviews or recommendations on other travel or hotel related blogs 52% Hotel brand 48% A Stranger’s positive comment on a social networking site 36% Guest Feedback published on the hotel’s own website 35%

Company to Customer: Rush for Brand Presence on Social Media Platforms KLM responding to customer issues on Twitter Sheraton inviting guests to post a review

Brands can be everywhere in social media and still be ignored!! ,[object Object],[object Object],[object Object],[object Object]

Company to Customer: Why do customers bother to come? ,[object Object],[object Object],[object Object],[object Object],[object Object]

But what about all these fans: Starbucks has 25 Million of them?

Does a Fan Buy More? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Customer to Company – why interact? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Practical Implications ,[object Object],[object Object],[object Object],[object Object]

Decisions: ,[object Object],[object Object],[object Object],[object Object]

Session 1b Wilson - The Consumers' Perspective

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Session 1b Wilson - The Consumers' Perspective