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Customers, Employees and Communication

  • Izabella Parowicz
Chapter

Abstract

In this chapter, Parowicz takes a closer look at the characteristics of the users of conservation services. The consecutive stages of their buying decision process are discussed. Customer uncertainty is presented as the factor most likely to prevent them from the decision to buy. Subsequently, this chapter takes a closer look at waiting time management. Next, the marketing power of the word of mouth is discussed. Considerations are taken about ways to proactively stimulate and generate good word of mouth. In particular, differences between satisfaction and delight are analysed. The final section of this chapter is dedicated to internal marketing that aims at motivating and empowering employees in order to be able to deliver a satisfying customer experience.

Keywords

Heritage conservation Customer behaviour Customers Employees Buying decision process Customer uncertainty Internal marketing Word of mouth Customer delight Waiting time management 

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Izabella Parowicz
    • 1
  1. 1.Chair of Strategies for European Cultural HeritageEuropean University ViadrinaFrankfurt (Oder)Germany

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