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Customers often select service providers - ranging from mobile phone service to fast food chains - based on three attributes: service level, price, or another attribute of the firm (such as coverage areas for mobile phones or ingredient quality for fast food). Service level can be measured by customer wait time. Customers place value on shorter wait times and factor this into their selection of service providers. Customers dissatisfied with any attribute of a firm may transfer their business to a competitor. Conversely, satisfied customers are more open to cross-selling, which results in increased revenues for the firm.
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