Business Review Europe
As consumers, we make decisions about who we buy from based on a number of factors including price point and name recognition. However, increasingly, consumers are taking a company’s reputation into consideration. Partly, this is self-serving, for instance if a particular organisation is known to have poor customer service or is caught using low quality goods, consumers may steer clear.
But reputation is a tricky thing to manage, and brands only have a certain amount of control. People now have more power over brands than they’ve ever had before, in part due to the rapidly growing influence of third party endorsements. Recommendations from friends and family have always had a great deal of sway over consumer decisions, but the internet and the growth of online reviews in particular have given new credence to the role of research in the consumer journey.