Поведение потребителей, связанное с переключением на другого поставщика услуг: поисковое исследование

Кивни Сьюзан М.

Концептуальная база исследования;

Метод и процесс исследования;

Результаты: модель поведения клиентов, связанного с переключением на другого поставщика услуг;

Ограничения данного исследования

и направления для дальнейшего изучения;

Полевые исследования Опросы

Маркетинг Потребительское поведение

Услуги и сервис

Ключевые слова: потеря клиентов, переключение клиентов, техника критического инцидента, внутренняя референтная цена, критическое поведение

Аннотация

Практика публикаций переводных статей признанных зарубежных специалистов в области маркетинга услуг в нашем журнале стала уже традицией. В это номере мы публикуем статью Сьюзан Кивни, отражающую результаты поискового исследования, направленного на изучение причин переключения клиентов на другого поставщика услуг. В отличие от всех предыдущих переводных публикаций материал содержит подробнейшее описание методологии исследования.

Журнал: «Маркетинг услуг» — №1, 2007 (© Издательский дом Гребенников)

Объем в страницах: 21

Кол-во знаков: около 56,139

Библиографическая ссылка: печать / интернет

* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

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Кивни Сьюзан М.

Адъюнкт-профессор маркетинга Высшей школы бизнес-администрирования Университета Колорадо (г. Денвер, США).

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