The Secret to Customer Loyalty in the Service Sector


This eBook includes

Formats : PDF (Read Only)

Pages : 138

ISBN : 9781631571022

Language : English

About the Book

Book description

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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Business Expert Press

Since 2008, Business Expert Press has been providing business students and professionals with precise, business information written by experts in their fields. Available in both print and eBook formats, our books can be obtained by consumers through a variety of sources including direct purchase on our website and major online bookstores. Business librarians can purchase our entire Digital Library, published and updated annually, in total, or in various configurations such as topical e-collections or custom bundles, through perpetual access or subscription.


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