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Not just Value Seeking but Values Searching

In: Customer Loyalty and Success

Author

Listed:
  • James J. Lynch

Abstract

Customers start revolutions. Frustrated buyers of bread in Paris and disgruntled tea drinkers in Boston may be the things that myths are made of, but when we think of the French and American revolutions these are the images that come to mind. More real, and historically accurate, are the visions of black passenger Rosa Parks refusing to move to the back of a segregated bus in Montgomery, Alabama, in 1955; sit-ins at hamburger diners by disgruntled black customers across the USA in the early 1960s; boycotts of South African produce across the world in the 1970s and 1980s; Muscovites embarking on spending sprees for McDonald’s hamburgers in the 1990s. Customers do start revolutions.

Suggested Citation

  • James J. Lynch, 1995. "Not just Value Seeking but Values Searching," Palgrave Macmillan Books, in: Customer Loyalty and Success, chapter 8, pages 208-236, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-37471-3_8
    DOI: 10.1057/9780230374713_8
    as

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