Happy customers everywhere: how your business can profit from the insights of positive psychology

Abstract

50-1570 HF5415 2011-42923 CIP Schmitt, Bernd. Happy customers everywhere: how your business can profit from the insights of positive psychology, by Bernd Schmitt with Glenn Van Zutphen. Palgrave Macmillan, 2012. 246p indexes ISBN 0230116450, $26.00; ISBN 9780230116450, $26.00

50-1570 HF5415 2011-42923 CIP Schmitt, Bernd. Happy customers everywhere: how your business can profit from the insights of positive psychology, by Bernd Schmitt with Glenn Van Zutphen. Palgrave Macmillan, 2012. 246p indexes ISBN 0230116450, $26.00; ISBN 9780230116450, $26.00

Schmitt is a professor of international business (Columbia Business School) who also serves in leadership roles in customer-centered organizations around the world (e.g., Institute of Asian Consumer Insight). An established expert on customer experience and global marketing strategy, Schmitt is also a prolific author, and in Happy Customers Everywhere he offers insights on customer satisfaction in the context of the growing field of positive psychology. His core premise is that being a consumer is a happy experience, and consumerism- "shopping, buying and consuming"-can lead to happiness and meaningful and satisfying relationships. Schmitt supports his argument with a wealth of examples, many familiar (e.g., Walt Disney) and many from his own vast experiences in consulting and marketing. Throughout the book, Schmitt demonstrates the relationships among consumerism, consumer happiness, and loyalty. He provides advice on how businesses can profit from concepts of positive psychology in building customer loyalty and attracting new customers. Summing Up: Recommended. HH General readers; academic audiences, lower-division undergraduate and up; practitioners.-D. Aron, Dominican University