Abstract
ABSTRACT Companies can benefit from the fact that their customers know more about the correct handling and functions of their products. But customers might feel reluctance concerning the necessary learning activity. This paper examines how an approach from motivation theory – the alpha and omega strategies for change – can be applied to counteract possible motivational conflicts. Results based on the analysis of data relating to 350 respondents indicate that the alpha strategy to add incentives is more effective than the other considered strategies. The paper discusses implications, limitations, and highlights further research directions. Keywords Customer Education, Relationship Marketing, Motivational Theory, Alpha and Omega Strategies
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
