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Influencing Customer Behavior in Service Operations

Influencing Customer Behavior in Service Operations

Authors :
Amy C. Edmondson
Frances X. Frei
Amy C. Edmondson
Frances X. Frei
Publication Year :
2006

Abstract

Explores ways in which service firms can influence the behavior of their customers. Drawing from research on employee motivation and applying it to customer motivation, the note describes two levels of managerial control: instrumental control, which shapes behavior through the use of rational incentives, and normative control, which engages human emotions, motivating through the near-universal desire to be perceived in a positive light.

Details

Language :
English
Database :
eBook Index
Journal :
Influencing Customer Behavior in Service Operations
Publication Type :
eBook
Accession number :
2315268