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| Author: | Bruhn, M. Georgi, D. |
| Title: | Kundenerwartungen als Steuerungsgrösse |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
2000 : VOL. 22:3, p. 185-196 |
| Index terms: | Customers Consumer behaviour Buying Service Quality Psychology Models |
| Language: | ger |
| Abstract: | According to the VIP model, activities to manage normative and predictive customer expectations can be divided into service promises, service information and service performance. These activities have different effects on both expectation types. These expectation types influence customers' quality perception and buying behaviour. The results ... are the basis for systematic customer expectations management (original in German). |
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