How much effort is enough? Unlocking customer fanaticism in services industries

Published: May 7, 2019
Abstract
Purpose The purpose of this paper is to understand the antecedents of fanaticism through the lens of attribution theory and “norm of reciprocity”. It is proposed that consumers will reward firms with high perceived effort, including both general and specific effort by increasing their loyalty and becoming a fan of the company. Design/methodology/approach The data are collected in a high-tech services industry, mobile phone services. A...
Paper Details
Title
How much effort is enough? Unlocking customer fanaticism in services industries
Published Date
May 7, 2019
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