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The Silver Market Phenomenon pp 257–268Cite as

Older Consumers’ Customer Service Preferences

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Abstract

Older consumers have distinct customer service preferences that can constitute a source of competitive advantage for forward-thinking marketers who seek to attract this large and relatively affluent segment. This chapter focuses on the supermarket, financial planning, and healthcare industries to demonstrate the importance of providing personalized attention to allow for the older person’s deteriorating physical and cognitive abilities and shrinking social networks. In particular, emphasis is placed on the need to allow older customers to form meaningful relationships with service staff. This strategy has implications for the recruitment, training, and retention of staff members who are able to demonstrate genuine concern for the welfare of the older consumer.

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Author information

Authors and Affiliations

  1. UWA Business School, University of Western Australia, Australia

    S. Pettigrew (Senior Lecturer in Marketing)

Authors
  1. S. Pettigrew
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Editor information

Editors and Affiliations

  1. German Institute for Japanese Studies (DIJ), Jochi Kioizaka Bldg. 2F 7-1 Kioicho Chiyoda-ku, Tokyo, 102-0094, Japan

    Florian Kohlbacher

  2. Institut für Technologie- und Innovationsmanagement, TU Hamburg-Harburg, Schwarzenbergstrasse 95, 21073, Hamburg, Germany

    Cornelius Herstatt

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© 2008 Springer-Verlag Berlin Heidelberg

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Pettigrew, S. (2008). Older Consumers’ Customer Service Preferences. In: Kohlbacher, F., Herstatt, C. (eds) The Silver Market Phenomenon. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-75331-5_17

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