Customer Relationships and Experiences
Why Customer Service Frustrates Consumers: Using a Tiered Organizational Structure to Exploit Hassle CostsSep 24, 2018 Anthony Dukes and Yi Zhu, 2018, 18-126-09
Customer frustration by design? Firms use tiered structures in customer service to control redress costs and screen claims, but forcing dissatisfied customers to incur hassle costs may damage brand reputation in the long run.
Sustaining Motivation in Customers, Employees, and YourselfSep 14, 2018 Szu-chi Huang, Stanford University
Customers can be fickle; they abandon great products and established brands. Employees will slack at work. And you—the future leaders—may procrastinate from critical work. Szu-Chi Huang will discuss research that provides key insights into motivating actions, and more importantly, sustaining these actions.
The M.I.N.T. Routine: Designing Customer Experience CultureSep 14, 2018 Markus Giesler, York University
Designing captivating customer experiences is vital to firm success, yet few marketers would argue that this process begins and ends with their ability to both understand and actively shape culture.
Discrimination in ServiceJul 31, 2018 Kalinda Ukanwa and Roland T. Rust, 2018, 18-121-07
There are long-term benefits for firms that switch to service policies that do not use discriminatory (i.e., “group aware”) practices. Consumers learn from each other, and can switch their preferences to competitive alternatives.
Positive Effects from Negative Virtual Experiences: How Virtual Reality Can Be Used Effectively in MarketingJul 20, 2018 Kirk Kristofferson, Michelle E. Daniels, and Andrea C. Morales, 2018, 18-118-07
Does VR boost consumers' desire for the real-life experience? In four experiments, researchers find that emotional content - positive or negative - is key.
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