haku: @author Surprenant, C. F. / yhteensä: 1
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| Tekijä: | Surprenant, C. F. Solomon, M. R. |
| Otsikko: | Predictability and personalization in the service encounter. |
| Lehti: | Journal of Marketing
1987 : APR, VOL. 51:2, p. 86-96 |
| Asiasana: | SERVICE MARKETING CONSUMER EXPECTATIONS CUSTOMERS |
| Kieli: | eng |
| Tiivistelmä: | Service marketers are confronted with two conflicting goals when designing service delivery systems, efficiency and personalization. The relative importance of each factor is determined by the nature of the specific service to be rendered, and by participants' expectations about degree of personalization. Two assertions -if personalization is a multidimensional construct and if all forms of personalization necessarily result in greater consumer satisfaction with the service offering- are tested. Three types of personalization strategies are proposed and operationalized in a simulated banking setting. |
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