Surprise! : The secret to customer loyalty in the service sector / Vincent P. Magnini.
Magnini, Vincent P., author.
2015
HF5415.5 .M247 2015
Available Online

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Title Surprise! : The secret to customer loyalty in the service sector / Vincent P. Magnini.
Author Magnini, Vincent P., author.
Edition First edition.
ISBN 9781631571022 paperback
9781631571039 (electronic bk.)
Published New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015.
Language English
Description 1 online resource (122 pages)
Call Number HF5415.5 .M247 2015
Dewey Decimal Classification 658.812
Summary Modern consumers are bombarded with information from every angle. They can't handle it and, consequently, tune-out large portions of the information. Therefore, in order to gain their full attention, firms must find ways to surprise them during transactions--spawn mental script deviations for them. Research indicates that these script deviations can cement their loyalty. Therefore, Surprise! The Secret to Customer Loyalty in the Service Sector details how to create a surprise culture in a service firm.
Note Part of: 2014 digital library.
Bibliography, etc. Note Includes bibliographical references (pages 111-119) and index.
Access Note Access limited to authorized users.
Source of Description Title from PDF title page (viewed on October 13, 2014).
Series 2014 digital library.
Marketing strategy collection. 2150-9662
Available in Other Form Print version: 9781631571022
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Record Appears in Online Resources > Ebooks
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Part I. Your customers are usually not paying attention
1. Information overload
2. Script deviation
Part II. Surprise!
3. Stories from the hotel sector
4. Surprises in many forms
5. Novel surprise ideas
Part III. Generating surprise ideas: an employee's perspective
6. Employees' motivation to surprise
7. Employees' ability to surprise
8. Expertise awareness in organizational relationships
9. Expertise access in organizational relationships
Part IV. Generating surprise ideas: a customer's perspective
10. Rapport building with your customers
11. Feedback from your customers
12. Scanning the business environment for surprise ideas
Final thought: 3 + 4 = 9 or 10
About the author
Notes
References
Index.

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