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Influencing Customer Behavior in Service Operations
Influencing Customer Behavior in Service Operations
- 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