How satisfied is a green consumer?: Case study of The Bam and Boo

• Autor(a) principal: Fernandes, Maria Madeira Martins
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19446
• topic: Satisfaction; Online reviews; Eco-friendly products; Toothbrushes; Satisfação; Comentários online; Produtos sustentáveis; Escova de dentes

Nowadays, the concern with environmental problems and the evolution of technology have been changing consumers' daily habits. Ecofriendly products and digital platforms are the dominant paradigms of this Pedagogical Case Study. This new concept has been modifying the relationship between consumers and organizations. For those reasons, it is important to study the consumer behavior and satisfaction considering market competition and new entrances. The company in study, The Bam and Boo, has as main objective to be a market leader of selling sustainable toothbrushes in a convenient way. This product make part of consumers routine and it should be replaced every three months. For that reason, the subscription model implemented, helps consumers to not worry about changing their toothbrush. Through the reviews of The Bam and Boo Facebook’s page and some qualitative analytical marketing tools, it was possible to analyze consumer satisfaction and loyalty to the brand and its market competition. The study resolution showed that The Bam and Boo might be threatened by growing competition affecting consumers Loyalty. Dimensions such Logistic, Quality and Customer Service were the most criticized by consumers. Although, most of them expressed satisfaction regarding the service quality of the company. Finally, The study suggests future actions to be taken by The Bam and Boo to solve these gaps.