Subject category:
Case Method and Specialist Management Disciplines
Published by:
Harvard Business Publishing
Version: 10 March 2006
Length: 8 pages
Data source: Published sources
Abstract
Explores ways in which service firms can influence the behavior of their customers. Drawing from research on employee motivation and applying it to customer motivation, the note describes two levels of managerial control: (1) instrumental control, which shapes behavior through the use of rational incentives; and (2) normative control, which engages human emotions, motivating through the near-universal desire to be perceived in a positive light. May be used with: (5-606-082) Zipcar: Influencing Customer Behavior.
Industry:
Subject category:
Strategy and General Management
Published by:
Harvard Business Publishing
Version: 3 April 2008
Length: 32 pages
Data source: Generalised experience
About
Abstract
Explores ways in which service firms can influence the behavior of their customers. Drawing from research on employee motivation and applying it to customer motivation, the note describes two levels of managerial control: (1) instrumental control, which shapes behavior through the use of rational incentives; and (2) normative control, which engages human emotions, motivating through the near-universal desire to be perceived in a positive light. May be used with: (5-606-082) Zipcar: Influencing Customer Behavior.
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Industry:
Related
Subject category:
Strategy and General Management
Published by:
Harvard Business Publishing
Version: 3 April 2008
Length: 32 pages
Data source: Generalised experience