Leading the charge for consumer acceptance

Abstract

Purpose

The paper seeks to conduct a qualitative analysis to determine if organizational attempts to communicate positive images affect consumer perceptions of organizational effectiveness.

Design/methodology/approach

Through a rhetorical analysis, the authors categorized responses into four basic types of issues: issues of fact, issues of definition or category, issues of value, and issues of policy. The authors then employed qualitative analysis, using a rhetorical approach to categorize respondents' opinions related to their shopping experiences.

Findings

Data results support the notion that consumers' buying habits are forged or altered based on stimuli outside the quality of goods or services. Some of the factors that most influence a consumer's decision to continue to patronize a retail outlet include courtesy of sales associates, responsiveness of management in dealing with complaints and concerns, and added values such as knowledgeable staff.

Research limitations/implications

The authors acknowledge that further research could be employed, using a larger sample size. Their nonrandom, convenience sample provided the data.

Practical implications

The overall effectiveness of an organization in developing brand‐loyal consumers seems to hinge on a combination of factors. These include developing awareness through structured and poignant commercial messages, delivering products and services with an eye toward customer satisfaction, and hiring and training qualified and courteous sales associates.

Originality/value

The authors' methodology looked at the issue from a rhetorical analysis perspective, not a quantitative analysis. The study should prove to be of value to retailers and organizations interested in a marketing communications approach.

Citation

Basso, J. and Hines, R. (2007), "Leading the charge for consumer acceptance", Corporate Communications: An International Journal, Vol. 12 No. 1, pp. 94-107. https://doi.org/10.1108/13563280710723778