The Solo Consumer: Unique Opportunity for the Service Marketer

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.

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