Title

Prime time: The strategic use of subconscious priming to enhance customer satisfaction

Authors

Authors

R. C. Ford

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

Abbreviated Journal Title

Bus. Horiz.

Keywords

Subconscious priming; Customer; Co-production; Service experience; BACKGROUND MUSIC; SOCIAL-BEHAVIOR; TOUCH; PERFORMANCE; ACTIVATION; GOALS; PARTICIPATION; AUTOMATICITY; PERSUASION; CONSUMER; Business

Abstract

A growing body of work explores how priming goals in the subconscious can improve employee productivity. Likewise, practitioners and scholars are seeking strategies and techniques for improving customer effectiveness in performing the roles they play as partial employees in their service experiences. The purpose of this article is to present the rationale and logic underlying subconscious goal setting, its application for improving customers' success in their service experiences, a proposed typology of priming cues to illustrate how customers' time spent waiting can be used to enhance their ability to successfully perform their co-production roles, and strategies organizations can use to improve customers' performance in obtaining their expected service experience. (C) 2013 Kelley School of Business, Indiana University. Published by Elsevier Inc. All rights reserved.

Journal Title

Business Horizons

Volume

57

Issue/Number

2

Publication Date

1-1-2014

Document Type

Article

Language

English

First Page

269

Last Page

277

WOS Identifier

WOS:000332805000013

ISSN

0007-6813

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