Featured Research

from universities, journals, and other organizations

Smile's better to boost small businesses, says new research

Date:
June 14, 2013
Source:
Kingston University
Summary:
A simple smile and a friendly greeting can make customers feel much more loyal towards small independent companies, according to new research.

A simple smile and a friendly greeting can make customers feel much more loyal towards small independent companies, according to new Kingston University research.

The study, which examined the retail behaviour of 2,006 consumers and the business practices of 1,216 decision makers in small and medium size enterprises (SMEs), reveals that a smile and a friendly hello is the most common reason (59 per cent) why consumers feel loyal towards independent retailers. However, only just over half (54 per cent) of respondents stated their small business employed this practice.

Three in five consumers are also willing to pay more for a product from a small independent shop rather than deal with a large corporate retailer, the study funded by Barclays Business Banking and carried out by Kingston Business School's Small Business Research Centre suggested.

"SMEs are in a unique position to embrace these traditional values of personal customer contact and loyalty and should build on their natural competitive advantages to make a real difference to survival and growth," Professor Robert Blackburn of Kingston Business School said.

More than a third of loyal consumers said they kept coming back because of excellent customer service and one in five said they valued businesses remembering their usual order -- but only around half of businesses involved in the study kept a record of customers' previous orders.

The research also discovered that less than a third of SME respondents consider retaining or growing their current customer base to be their main business priority to achieve growth over the next 12 months. Only 50 per cent would encourage word of mouth recommendations by regular customers in order to grow or survive.

"While the majority of decision makers do recognise the importance of personal relationships with customers, they are failing to develop their own customer loyalty strategies," Professor Blackburn explained. "This shows a worrying 'loyalty gap' among British SMEs, where they could be failing to capitalise on their capability to provide customers with a highly personalised service."

The study was one of a series of research projects carried out by Kingston Business School for Barclays.


Story Source:

The above story is based on materials provided by Kingston University. Note: Materials may be edited for content and length.


Cite This Page:

Kingston University. "Smile's better to boost small businesses, says new research." ScienceDaily. ScienceDaily, 14 June 2013. <www.sciencedaily.com/releases/2013/06/130614082158.htm>.
Kingston University. (2013, June 14). Smile's better to boost small businesses, says new research. ScienceDaily. Retrieved October 21, 2014 from www.sciencedaily.com/releases/2013/06/130614082158.htm
Kingston University. "Smile's better to boost small businesses, says new research." ScienceDaily. www.sciencedaily.com/releases/2013/06/130614082158.htm (accessed October 21, 2014).

Share This



More Mind & Brain News

Tuesday, October 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

Newsy (Oct. 21, 2014) A medical team has for the first time given a man the ability to walk again after transplanting cells from his brain onto his severed spinal cord. Video provided by Newsy
Powered by NewsLook.com
Portable Breathalyzer Gets You Home Safely

Portable Breathalyzer Gets You Home Safely

Buzz60 (Oct. 21, 2014) Breeze, a portable breathalyzer, gets you home safely by instantly showing your blood alcohol content, and with one tap, lets you call an Uber, a cab or a friend from your contact list to pick you up. Sean Dowling (@SeanDowlingTV) has the details. Video provided by Buzz60
Powered by NewsLook.com
Your Birth Season Might Determine Your Temperament

Your Birth Season Might Determine Your Temperament

Newsy (Oct. 20, 2014) A new study says the season you're born in can determine your temperament — and one season has a surprising outcome. Video provided by Newsy
Powered by NewsLook.com
Movies Might Desensitize Violence For Parents, Not Just Kids

Movies Might Desensitize Violence For Parents, Not Just Kids

Newsy (Oct. 20, 2014) A study suggests that parents become desensitized to violent movies as well as children, which leads them to allow their kids to view violent films. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins