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| Tekijä: | Gebauer, H. Krempl, R. Fleisch, E. |
| Otsikko: | Exploring the effect of cognitive biases on customer support services |
| Lehti: | Creativity and innovation management
2008 : MAR, VOL. 17:1, p. 58-70 |
| Asiasana: | consumer satisfaction customers service cognition |
| Kieli: | eng |
| Tiivistelmä: | In most firms, cognitive biases (hereafter as: cgn-bs.) limit the motivation of managers to facilitate creative potential for new customer support services (here as: c-s-srvs). Based on four cgn-bs. through 12 mini-cases and 8 in-depth cases, it is found that disbelief in the financial potential, risk aversion, tendency of over-ambitious goal setting etc. play a critical role in creating c-s-srvs. These four cgn-bs., and the key factors in overcoming them, provide guidance for managers aiming to facilitate creative potential for c-s-srvs. |
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