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The Solo Consumer: Unique Opportunity for the Service Marketer

Cathy Goodwin (Associate Professor of Marketing at the University of Manitoba, Winnipeg. She holds a PhD. from the University of California, Berkeley.)
Larry Lockshin (Assistant Professor of Marketing at the University of Manitoba, Winnipeg. He recently received his PhD. from The Ohio State University.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1992

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.

Keywords

Citation

Goodwin, C. and Lockshin, L. (1992), "The Solo Consumer: Unique Opportunity for the Service Marketer", Journal of Services Marketing, Vol. 6 No. 3, pp. 27-36. https://doi.org/10.1108/08876049210035908

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited