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.
Keywords
customer delight, customer service, customer surprise, services marketing
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