Surprise! : The secret to customer loyalty in the service sector / Vincent P. Magnini.

By: Material type: TextTextSeries: 2014 digital library | Marketing strategy collectionPublisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015Edition: First editionDescription: 1 online resource (122 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781631571039
Other title:
  • Secret to customer loyalty in the service sector
Subject(s): Additional physical formats: Print version:: No titleDDC classification:
  • 658.812 23
LOC classification:
  • HF5415.5 .M247 2015
Online resources: Available additional physical forms:
  • Also available in print.
Contents:
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.
Abstract: 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.
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Part of: 2014 digital library.

Includes bibliographical references (pages 111-119) and index.

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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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.

Also available in print.

Mode of access: World Wide Web.

System requirements: Adobe Acrobat reader.

Title from PDF title page (viewed on October 13, 2014).

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