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The Solo Consumer Unique Opportunity for the Service Marketer

The Solo Consumer Unique Opportunity for the Service Marketer Considers the growing importance of the solo consumer in todaysservices marketplace. Suggests that marketers need to adapt to suchconsumers instead of stereotyping them and perceiving them aslonely in a negative manner, which will only serve todrive away business. Examines the ways consumers canbecome stigmatizedas a result of their treatment in the services marketplace. Offerssuggestions for improving service to existing customers and foridentifying future opportunities in reaching this growing marketsegment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

The Solo Consumer Unique Opportunity for the Service Marketer

Journal of Services Marketing , Volume 6 (3): 10 – Mar 1, 1992

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/08876049210035908
Publisher site
See Article on Publisher Site

Abstract

Considers the growing importance of the solo consumer in todaysservices marketplace. Suggests that marketers need to adapt to suchconsumers instead of stereotyping them and perceiving them aslonely in a negative manner, which will only serve todrive away business. Examines the ways consumers canbecome stigmatizedas a result of their treatment in the services marketplace. Offerssuggestions for improving service to existing customers and foridentifying future opportunities in reaching this growing marketsegment.

Journal

Journal of Services MarketingEmerald Publishing

Published: Mar 1, 1992

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