Surprise! The Secret to Customer Loyalty in the Service Sector
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- Taschenbuch ausgewählt
- eBook
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Sprache:Englisch
Fr. 31.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
05.10.2014
Verlag
Business Expert PressSeitenzahl
180
Maße (L/B/H)
22.9/15.2/0.8 cm
Gewicht
195 g
Sprache
Englisch
ISBN
978-1-63157-102-2
Modern consumers are being bombarded with in-formation from every angle. They can't handle it and, consequently, tune out large portions of the information. Consumers, therefore, often enter service transactions with predetermined men-tal scripts regarding how they predict the trans-actions will transpire and are not paying close attention. In order to gain their full attention, firms must find ways to surprise consumers dur-ing transactions; that is, firms must spawn mental script deviations for them. Research indicates that these script deviations can cement consumer loyalty. This book details how to create a surprise culture in a service firm. Because a consumer can only be "surprised" by a given tactic one time and surprise ideas can be copied by competitors, a firm with a culture that generates and implements a constant stream of surprise tactics is one that has the higher edge in achieving success in the modern envi-ronment of information overload.
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