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Published by: Harvard Business Publishing
Originally published in: 2006
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.
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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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