Driving loyalty through time-to-value
by Hamid Noori, Gene Deszca, Hugh Munro
International Journal of Services Technology and Management (IJSTM), Vol. 3, No. 3, 2002

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, which we have termed the customer's Time-To-Value, will ultimately have an impact on the customer's realisation 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.

Online publication date: Thu, 24-Jul-2003

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