What is it about?
In world of rapid change and new technology keeping the customer is a challenge. The more consumers are integrated into the processes of the producers the higher the loyalty. Hence, this paper explores opportunities to further increase loyalty by active client engagement in a highly emotional industry with small businesses.
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Why is it important?
The paper illustrates, that not all customers wish to be integrated. For those willing to be activated, the study offers insights into possible levers and measures alongside the value-creation steps.
Perspectives
The paper provides orientation for practitioners whether to integrate clients into their production processes. It furthermore contributes to a current paradigm of increasing customer loyalty in a world of change .
Prof Marc Dressler
University of Ludwigshafen
Read the Original
This page is a summary of: Prosumers in the wine market: An explorative study, Wine Economics and Policy, June 2016, Elsevier,
DOI: 10.1016/j.wep.2016.04.002.
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