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.

Related Articles


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 March 31, 2015 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 March 31, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Tuesday, March 31, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

AAA: Distracted Driving a Serious Teen Problem

AAA: Distracted Driving a Serious Teen Problem

AP (Mar. 25, 2015) While distracted driving is not a new problem for teens, new research from the AAA Foundation for Traffic Safety says it&apos;s much more serious than previously thought. (March 25) Video provided by AP
Powered by NewsLook.com
Smartphone Use Changing Our Brain and Thumb Interaction, Say Researchers

Smartphone Use Changing Our Brain and Thumb Interaction, Say Researchers

Reuters - Innovations Video Online (Mar. 25, 2015) European researchers say our smartphone use offers scientists an ideal testing ground for human brain plasticity. Dr Ako Ghosh&apos;s team discovered that the brains and thumbs of smartphone users interact differently from those who use old-fashioned handsets. Jim Drury went to meet him. Video provided by Reuters
Powered by NewsLook.com
Many Don't Know They Have Alzheimer's, But Their Doctors Do

Many Don't Know They Have Alzheimer's, But Their Doctors Do

Newsy (Mar. 24, 2015) According to a new study by the Alzheimer&apos;s Association, more than half of those who have the degenerative brain disease aren&apos;t told by their doctors. Video provided by Newsy
Powered by NewsLook.com
A Quick 45-Minute Nap Can Improve Your Memory

A Quick 45-Minute Nap Can Improve Your Memory

Newsy (Mar. 23, 2015) Researchers found those who napped for 45 minutes to an hour before being tested on information recalled it five times better than those who didn&apos;t. 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