Welcome Back !!

I just checked and found that I have not posted anything for exactly a year now!So on this anniversary of my e-absence(which I hope would have made some hearts grow fonder !! )..I decided to be henceforth more regular in posting new/my ideas here.

As for now...I am just wondering on this:

Marketing has been overflowing with research studies on various dimensions of customer patronage of an organizations and its products/services.But somehow we marketers seem to have missed an important counterpart to customer--> the non-customer.Does a non-customer add value to the organization in any way.

I think a non-customer adds value through network effects(in a network consisting 0f customers and non-customers).One example can be a non-customer despite his emotional and attitudinal loyalty,but lacks patronage intention due to other reasons like affordability( or perceived value).Such a non-customer of Store/Brand A may be a patron/customer of Brand/Store B...but may spread positive WOM to others in his social network so that he/she ends up converting some footfalls in Store A into patronage behavior,thus customers.Aren't such non-customers of Store/brand A valuable to the organization A?