Customer feedback in retailing: barriers and incentives. Part II

Petra Solarová
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Petra Solarová: University of South Bohemia in České Budějovice, České Budějovice, Czech Republic

Marketing Science & Inspirations, 2015, vol. 10, issue 4, 2-5

Abstract: Customer feedback which can have a form of their opinions, comments, suggestions or reviews is a valuable source of information that should not be ignored. However, customers can perceive some barriers that block willingness to give feedback. This is the reason why it is vital to identify such barriers and in addition to that, it is also useful to find out what kinds of incentives are able to raise customer willingness to give feedback. This paper focuses on the area of retailing. The undertaken research among university students has shown that the basic barrier is the necessity to devote to feedback unreasonably huge amount of time. This barrier is followed by the feeling that giving customer feedback is pointless. The third reason why customers do not want to give their feedback is the impossibility to do it through a way that will be convenient for them. There are multiple ways how to stimulate customers to give their feedback: creating such conditions that enable easy delivery of the feedback, creating of way that will be supporting to obtain customer feedback via its attractiveness and extraordinariness, then guarantee of a response to the obtained customer feedback or promising a reward. Principles of so-called gamification can be used for the enhancing the mentioned attractiveness.

Keywords: retailing; customer feedback; barriers to customer feedback; stimulation of customer feedback; gamification (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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