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June 24, 2005
Hispanic word of mouth
Hispanics are 40% more likely than non-Hispanics to tell a friend to avoid a store where they are treated rudely.
That's according to a new study, which says Hispanic customers typically are more passionate in their relationships with brands than customers of non-Hispanic descent. The study's authors suggest that marketers appealing to Hispanic households focus on delighting these customers than the general U.S. market.
One thing not explained in the study: why Hispanics are more loyal and more likely to tell friends about poor experiences. Perhaps that's explained in the authors' new book.
Other blogs that reference Hispanic word of mouth:
» From bilingual newsrooms to multilingual blogs from Blogworks
Corporations and their target audiences are becoming more and more multinational and the importance of Spanish in the U.S. is also rising, but there are no w... [Read More]
» From bilingual newsrooms to multilingual blogs from Blogworks
Corporations and their target audiences are becoming more and more multinational and the importance of Spanish in the U.S. is also rising, but there are no w... [Read More]
» Hispanic Word of Mouth. from Mary's Blog
em>Hispanics are 40% more likely than non-Hispanics to tell a friend to avoid a store where they are treated rudely.As we ALL should – the only way service will ever improve is if we – as customers – take responsibility for speaking ... [Read More]
Wow! That's VERY interesting. Thank you for the info. I do minsitry in a largely hispanic area and it certainly has uniques challenges.
Hi Ben and Jackie,
Thank you for bringing this information to our attention. My name is Vanesa Kolodziej-Guerra and I am the freshly appointed Director for the Hispanic BzzChannel, the new Channel from BzzAgent exclusively dedicated to the Latino Community, available in both Español and English. The channel launches later this week (July 8th), and when it’s live you can find it at http://hispanic.bzzagent.com
Everybody knows that the Hispanic population is big (1 in 7 now is Latino) and getting bigger (40% of all births are Latino babies). Also, most people know that Latinos are very passionate about everything they do... We dance with passion, from Salsa to Tango; we play with passion, either Fútbol (Soccer) or Baseball; we even watch TV with lots of passion... our Soup Operas are famous for their love-hate plots! So it is just natural that we are passionate about those brands that really take the time to communicate effectively with us... and that we make sure everybody knows about those that treat us poorly. We are natural Bzzers!
¡Viva la BzzRevolución!
Vanesa
vguerra@bzzagent.com
Yes! that is sooooooooo true! I do not have hair in my tongue...LOL and that gets me in trouble sometimes!
Can I tell you about the few companies that have gotten on my nerves recently? in the last couple of years? ever?... ;)
