Create Emotional Connections to CREATES Loyalty

Ofer Mintz ()
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Ofer Mintz: University of Technology Sydney

Chapter Chapter 12 in The Post-Pandemic Business Playbook, 2021, pp 123-149 from Springer

Abstract: Abstract The first principle of the COUNTER COVID customer-centric framework recommends firms to create emotional connections with their customers so they can develop, maintain, and sustain customers’ loyalty. The chapter proposes the customer-centric CREATES loyalty framework to guide firms on how to create emotional connections with their customers. The CREATES loyalty framework is based on four strategies, which are to establish emotional connections, supply financial and psychological reassurance, provide training, and ensure customers feel safe. Actionable recommendations are generated based on academic research and best industry practices. Further, diverse examples of small and large firms located on five continents are discussed.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-5868-6_12

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DOI: 10.1007/978-981-16-5868-6_12

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