The Evolving Risk Profiles

[sunandaC]

The Evolving Risk Profiles

The on-line customer is not a fickle customer, but he is a risky proposition nevertheless.

This is because all his online experience will influence consumer perceptions about the brand.

If a consumer buys a product from a retailer and is involved in an unhappy purchase experience at the store, he will punish the store.

But if the same experience were to occur to him at the company’s web site, the consequences would be disastrous for the company if he were to share his experience though different user communities using a combination of chat rooms and electronic mails.

 

[jitendra05]

The Evolving Risk Profiles

The on-line customer is not a fickle customer, but he is a risky proposition nevertheless.

This is because all his online experience will influence consumer perceptions about the brand.

If a consumer buys a product from a retailer and is involved in an unhappy purchase experience at the store, he will punish the store.

But if the same experience were to occur to him at the company’s web site, the consequences would be disastrous for the company if he were to share his experience though different user communities using a combination of chat rooms and electronic mails.

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