Outreach Service Failure : Impact of Brand Dissonance / Jaydeep Mukherjee.

Format:

Book

Author/Creator:

Mukherjee, Jaydeep, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Product management.

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2025.

Summary:

Sundar Raman is a loyal customer of the well-regarded hospital SRH. Recently, Raman has had several unsatisfactory experiences with the newly introduced patient care service, Outreach, leading to cognitive dissonance about the SRH brand. The variabilities of the services provided, lack of customer orientation among the service providers, and absence of any processes to address service failures compelled Raman to consider alternative services. Interestingly, Raman did not attempt to complain to Outreach's higher management, but he was contemplating taking to social media to share his grievances. The case provides ample qualitative evidence to piece together the different stages of consumer loyalties, the associated vulnerabilities, and how these stages manifest differently in the parent brand SRH and in the sub-brand Outreach. Students will be asked to explain Raman's loyal behavior toward Outreach, despite repeated unsatisfactory experiences. Student analysis will incorporate concepts of loyalty to an established brand and its extension to the sub-brand.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071965405

1071965409

OCLC:

1483992667