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

    Authors

    R. C. Ford

    Comments

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    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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