個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Influencing Customer Behavior in Service Operations
內容大綱
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: instrumental control, which shapes behavior through the use of rational incentives, and normative control, which engages human emotions, motivating through the near-universal desire to be perceived in a positive light.