{"product_id":"9781631571022","title":"Surprise!: The Secret to Customer Loyalty in the Service Sector","description":"Modern consumers are being bombarded with in-formation from every angle. They can't handle it and, consequently, tune out large portions of the information. Consumers, therefore, often enter service transactions with predetermined men-tal scripts regarding how they predict the trans-actions will transpire and are not paying close attention. In order to gain their full attention, firms must find ways to surprise consumers dur-ing transactions; that is, firms must spawn mental script deviations for them. \u003cbr\u003eResearch indicates that these script deviations can cement consumer loyalty. This book details how to create a surprise culture in a service firm. Because a consumer can only be \"surprised\" by a given tactic one time and surprise ideas can be copied by competitors, a firm with a culture that generates and implements a constant stream of surprise tactics is one that has the higher edge in achieving success in the modern envi-ronment of information overload.","brand":"Business Expert Press","offers":[{"title":"Default Title","offer_id":47046450872560,"sku":"9781631571022","price":34.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781631571022_p0.jpg?v=1763672597","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781631571022","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}