Build Life Long Customer Relationships (eBook)

It was once said by the ancients, "e;It is only mutual satisfaction."e;This way of thinking is entrenched in us; when we realize that someone has spent a lot of money on us, we automatically realize that we need to pay them back. Is it therefore viable to leverage this aspect of consumer psychology when promoting items in order to increase demand?One example is the tea shops seen in huge supermarkets. The tea kiosks in the supermarket's aisles frequently have female employees holding a tray of pre-made tea cups and enticing consumers to stop by and purchase in the store. A young man walked in to take a cup of coffee after just finishing off his daily shopping. Based on the concept of "e;Reciprocity - Reciprocity"e; that we just discussed, the likelihood that this individual will accept the other female employee's invitation to come inside and stay briefly is very high since he feels the need to reciprocate. The female employee eagerly made a pot of hot tea for the young man as he sat down, and after introducing him and explaining the tea culture in detail, the entire process probably took ten minutes. Now the question is, if a salesperson with a great attitude spends ten minutes serving such a young man, will he feel bad if he doesn't buy? is not? The act of buying then occurs because he then reasoned that he would eventually drink tea and that since the brand of tea is well-known, it is OK to buy a small amount. I believe using the word "e;love"e; to describe this will make it even more applicable to reality. The renowned psychologist Robert Cialdini (1) has called this act of "e;giving-receiving"e; "e;reciprocity,"e; which means that when we receive something from others, it is necessary to repay them or else we will feel guilty.