E-zines Silence the Brand Detractors
研究通过817名铁路旅客的实验发现，收到电子杂志的群体中品牌批评者比例显著降低，但个性化内容反而削弱推荐意愿。
<h3>ABSTRACT</h3> In this article we investigated whether a company9s recommendation factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld9s (2001) recommendation index, respondents were categorized as brand detractors, passively satisfied customers, or brand promoters. Respondents giving permission (<i>n</i> = 555) received either none or three e-zines in a period of six weeks. Post-measurement results (<i>n</i> = 221) showed that the proportion of detractors was significantly lower among respondents who received the newsletters compared to those who received no e-zines. Personalization to the receivers9 lifestyle, however, had a negative effect on recommendation. We conclude with managerial implications and suggestions for future research.