Can Friction Improve Your Customers’ Experiences?

Marco Bertini, Diego Aparicio, Aydinli Aylin

Producció científica: Article en revista indexadaArticle


Many companies are on a quest to make shopping as hassle-free as possible — especially online, where shoppers are less patient and have short attention spans. But friction in the online shopping experience doesn’t have to be a nuisance. Slowing down the purchase process to give customers time to consider their buying decisions can actually produce longer-term benefits. It turns out that when friction enables better decisions, customer satisfaction and loyalty both improve. The authors provide an assessment to help companies determine the degree of friction that will play to these advantages
Idioma originalAnglès
Pàgines (de-a)42-47
Nombre de pàgines6
RevistaMIT Sloan Management Review
Estat de la publicacióPublicada - d’oct. 2024


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