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Trust of the invisible enable them to better understand the intangible and reduce customers perceived financial, social or safety risk. In order to develop the brand loyalty, the logo of the fast food restaurant F&F should be design by big-size and special color, which will attract to remember the brand name.
6. 0 Conclusion
This paper has defined the concept of the servicescape and its importance to marketers. It shows that the effects of atmospheric cues of the servicescape have a vital role in consumer assessment of the service delivery. Through deliberate management of the servicescape and further research and understanding, service providers and marketers may be able to reduce consumers perceived risk factors, create brand loyalty and manage behavior of both the consumer and employees within the servicescape environment.
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