August 31, 2009 (updated September 1, 2009)

Service Seekers Are More Loyal Than Price Seekers

Examining Four Segments Of Consumers Across 12 Industries

by Bruce D. Temkin

with William Chu, Angela Beckers

Executive Summary (This is a document excerpt)

In previous research, Forrester created four segments of consumers based on their interest in low prices and good customer service: Service Seekers, Price Seekers, Price & Service Seekers, and Others. We examined the loyalty of these segments across 12 industries. Across all industries, Service Seekers were more likely than Price Seekers to buy more products, stay with their current provider, and recommend their provider to friends and colleagues. The gap between Service Seekers and Price Seekers was very high for TV service providers across all three loyalty measures. It turns out that Service Seekers are excellent customers to target.

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