Consumer Power : the perspective of the organization

Abstract

How do companies perceive the power of the customer? Do they fear their power and did they had experiences with customer boycotts before? There are many examples where customers did cause significant damage to certain companies or evene branches. But is this enough to make every organization fear the power of the customer? By conducting a qualitative research study, personal interviews with people from various organizations, all this questions should be answered. The organizations where the interview were conducted were austrian companies with different sizes and from different branches.Author Milica Vasiljevic, BScUniversität Linz, Masterarbeit, 2018(VLID)278197