The Solo Consumer: Unique Opportunity for the Service Marketer

Cathy Goodwin · Larry Lockshin

48 citations0/0 files storedJournal of Services Marketing

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Behavior and Market Dynamics

Abstract

Considers the growing importance of the solo consumer in today′s services marketplace. Suggests that marketers need to adapt to such consumers instead of stereotyping them and perceiving them as “lonely” in a negative manner, which will only serve to drive away business. Examines the ways consumers canbecome stigmatized as a result of their treatment in the services marketplace. Offers suggestions for improving service to existing customers and for identifying future opportunities in reaching this growing market segment.

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2015Solo Holiday Travellers: Motivators and Drivers of Satisfaction and Dissatisfaction 2019The meanings of solo travel for Asian women 2020What motivates and hinders people from travelling alone? A study of solo and non-solo travellers 2015The abject single: exploring the gendered experience of singleness in Britain 2022Indirect customer-to-customer interactions and experiential value: examining solo and social diners 2018The social influence of other consumers on consumers’ reward donations 2012A Multicultural Service Sensitivity Exercise for Marketing Students 2010The Effects of Visual Merchandising on Solo Shopping Consumers' Store Satisfaction and Revisiting Intention - A Comparative Study of College Students in Korea and American -

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