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

Концептуальная база исследования;
Метод и процесс исследования;
Результаты: модель поведения клиентов, связанного с переключением на другого поставщика услуг;
Рекомендации для исследователей;
Ограничения данного исследования
и направления для дальнейшего изучения;

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

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Кивни Сьюзан М.

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