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Satisfaction and Loyalty H&M
Satisfaction and Loyalty H&M
1.- Road Runner: clients that love to shop, but would like to spend
time on other activities. They usually shop on the store when they
want to get things for other family members, themselves and/or
friends. They get satisfied by price, convenience and fashion styles.
3.- Tailor Fit: this kind of client is searching for the new trendy styles
in fashion. Good quality and design are a must. Price matters, but
they are still willing to buy for style and fashion.
4.- Bargain basement: they are bargain chasers, all what matters is
the price, discounts and sales. Special offers are always welcome for
this type of client.
The determinants found in our four types of consumers, will then be:
In terms of loyal mentality, we found out that there is a stronger link with
the service at H&M than with the
product quality. For instance, people
that are satisfied with the service at
the store are more likely to
repurchase.
When a client is satisfied with the service, they are more likely to
recommend the brand to others; this relation though, is weaker when
we talk about product satisfaction instead.
It is also important to understand that a client satisfied with the service will
not necessarily increase the frequency of his/her purchases.
roposal