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Cultural Heritage Marketing pp 81–114Cite as

Customers, Employees and Communication

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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.

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Notes

  1. 1.

    Detailing characteristics of institutional or ecclesiastical users of conservation services goes beyond the scope of the present book.

  2. 2.

    For this reason, the term, full satisfaction, could rightly be considered a tautology.

  3. 3.

    Such a decision may also be determined by safety and insurance questions. If the historical object, due to its poor technical condition, needs to be taken to the conservation lab immediately, the marketing aspects of the waiting time become less relevant in this respect. However, in the case of particularly valuable objects that are practically impossible to be fully covered by insurance, it is in the conservator’s best interest to keep them on their premises as briefly as possible.

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  1. Chair of Strategies for European Cultural Heritage, European University Viadrina, Frankfurt (Oder), Germany

    Izabella Parowicz

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  1. Izabella Parowicz
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Parowicz, I. (2019). Customers, Employees and Communication. In: Cultural Heritage Marketing. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-030-00287-9_4

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