[ Tips ] 一分鐘使用導覽
商品編號： F2002A 出版日期： 2020/03/01 作者姓名： Harvard Business Review 商品類別： Marketing 商品規格： 5p 再版日期： 地域： 產業： Retail trade 個案年度： -
商品敘述：
Philanthropic organizations rely heavily on point-of-sale solicitations--but a new series of studies shows that consumers often react negatively, perceiving the request as a violation of their social contract with the retailer. This can lead to diminished satisfaction and a decreased likelihood of revisiting and recommending the store. The researchers outline several strategies for inspiring customers to donate while minimizing the risk of a backlash. Retailers can reward customers for donations, with a small gift such as a reusable shopping bag; keep the process simple--for example, make the request via PIN pad, and ask customers to round up to the nearest full dollar amount; train employees to serve as the charity''s ambassadors; demonstrate altruism and be transparent about how much will go to the charity in question; and carefully choose the charity partner and the time to launch.
涵蓋領域：
Corporate social responsibility;Customer relationship management;Customer satisfaction;Marketing
相關資料：
哪些人也有訂購？