Retail Relationships Differ Across Ethnic Groups

July 22nd, 2008

Bruce Temkin

With contributor:

Steven Geller

Summary

Forrester asked nearly 5,000 US consumers about many aspects of their relationships with retailers. We examined their feedback on overall customer experience and their satisfaction with Web, store, and phone interactions, along with their plans to stay loyal to their current retailers. To understand the dynamics of these relationships, we analyzed the data based on the ethnicity of the respondents. Some of our findings: Blacks enjoy retailers the most, Asians are the most satisfied with phone interactions, and Caucasians are the least likely to switch retailers.

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