Driving loyalty through time-to-value (ABSTRACT)
Noori, H., Munro, H., & Deszca, G.
published: 2002 | Research publication | Refereed Journals - MOB
Noori, H., Munro, H., & Deszca, G. (2002). "Driving loyalty through time-to-value". International Journal of Services Technology Management, 3 (3), 277-296.
ABSTRACT: New products, particularly breakthrough products, often have more built-in technology, functionality, or complexity than their predecessors. As a result, in order to experience and appreciate all of a new product's capabilities customers frequently must invest more time than would be required for simpler products. This length of time, termed the customer's Time-To-Value, will ultimately have an impact on the customer's realization of value, their satisfaction and hence their loyalty. This paper develops a positive understanding of some of the issues and challenges of building a framework which links customers' pre-purchase perception of the products with their post-purchase experiences.
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revised Jan 14/05
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