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Flash

Dissatisfied customers; influencing customers

Retailers, beware: A recent study by Harte-Hanks Market Research found that 69 percent of consumers are dissatisfied with the service they receive and, therefore, don't feel a need to be loyal to the stores in which they shop.

Skin deep: Motivating your customers takes more than just another pretty face, according to a study by The Andrew Jergens Company, and Americans are more impressed by people who have a talent or message than they are by "supermodels." Even the corporate giants are acknowledging this trend.

Gwen Moran is president of Moran Marketing Associates, a public relations and marketing communications agency in Ocean, New Jersey. She is currently completing a marketing workbook titled Promote Your Business. E-mail her at moranmarketing@erols.com.

Gwen Moran is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

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This article was originally published in the April 2000 print edition of Entrepreneur with the headline: Flash.

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