Are You Not Entertained? Exploring the Increasing Importance of Entertainment in Developing Relationships with Customers

摘要

In the same way that Social Contracts create a bond between businesses and society in an attempt to encourage ethical operations [6] why not see entertainment creating a similar social contract between a business and its stakeholders? So, rather than a business focusing on attracting and retaining customers by maximizing a their personal economic utility, a business would be able to engage better with customers, retain them, and encourage repeat business by being entertaining and fun. In this sense, every business could, legitimately, be considered to be in the entertainment industry.