Surprise! The Secret to Customer Loyalty in the Service Sector
- 1h 50m
- Vincent P. Magnini (ed)
- Business Expert Press
- 2015
Modern consumers are being bombarded with information from every angle. They can't absorb it all 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. They must 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. Any owner or manager competing in one of the many service sectors would benefit from implementing the information contained within these pages.
About the Editor
Vincent P. Magnini, PhD is an internationally sought-after speaker, business consultant, and educator. He is a tenured faculty member in Virginia Tech’s Pamplin College of Business and currently ranked as one of the top 12 most prolific hospitality researchers worldwide. Vince holds editorial board appointments on 10 of the leading research journals in his field and is a U.S. Fulbright Scholar.
In this Book
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Surprise! The Secret to Customer Loyalty in the Service Sector
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Abstract
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Introduction
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Information Overload
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Script Deviation
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Stories from the Hotel Sector
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Surprises in Many Forms
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Novel Surprise Ideas
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Employees’ Motivation to Surprise
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Employees’ Ability to Surprise
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Expertise Awareness in Organizational Relationships
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Expertise Access in Organizational Relationships
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Rapport Building with Your Customers
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Feedback from Your Customers
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Scanning the Business Environment for Surprise Ideas
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Final Thought
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Notes
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References
