Surprise! : The secret to customer loyalty in the service sector /
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| Author / Creator: | Magnini, Vincent P., author. |
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| Edition: | First edition. |
| Imprint: | New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015. |
| Description: | 1 online resource (122 pages) |
| Language: | English |
| Series: | Marketing strategy collection, 2150-9662 2014 digital library. Marketing strategy collection. |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/10321132 |
| Summary: | 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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| Item Description: | Part of: 2014 digital library. |
| Physical Description: | 1 online resource (122 pages) |
| Format: | Mode of access: World Wide Web. System requirements: Adobe Acrobat reader. |
| Bibliography: | Includes bibliographical references (pages 111-119) and index. |
| ISBN: | 9781631571039 9781631571022 |
| ISSN: | 2150-9662 |
| Access: | Access restricted to authorized users and institutions. |