Holbrook (2006) has highlighted other social motives: striving for status and social respect. Co-production of services fosters the development of communication skills and ability to keep up a dialogue with the partners. If other clients participate in the service then the value of the social contact is created: pleasure to share activities, common interests and ambitions with other people (Berthon, John, 2006).
It is important to note that client motivation is unquestionably viewed as the prerogative of marketing in literature although in general motivation has important place in the structure of the person‘s behaviour and is one of the core concepts used to explain driving forces of any activity. Motivation cannot be analysed separately from the social reality. Generalisation presented by Marcinkevičiūtė (2005, p. 240) is very significant in the analysed context: “motivation is a multisided social phenomenon and a very complicated sphere of activity, it is closely related to the evolution of society and is also conditioned by the local culture“, therefore it can be stated that seeking for design of client motivation model tailored to the Lithuanian conditions ways of motivating in action within the social reality must be identified.
Holbrook (2006) has highlighted other social motives: striving for status and social respect. Co-production of services fosters the development of communication skills and ability to keep up a dialogue with the partners. If other clients participate in the service then the value of the social contact is created: pleasure to share activities, common interests and ambitions with other people (Berthon, John, 2006). It is important to note that client motivation is unquestionably viewed as the prerogative of marketing in literature although in general motivation has important place in the structure of the person‘s behaviour and is one of the core concepts used to explain driving forces of any activity. Motivation cannot be analysed separately from the social reality. Generalisation presented by Marcinkevičiūtė (2005, p. 240) is very significant in the analysed context: “motivation is a multisided social phenomenon and a very complicated sphere of activity, it is closely related to the evolution of society and is also conditioned by the local culture“, therefore it can be stated that seeking for design of client motivation model tailored to the Lithuanian conditions ways of motivating in action within the social reality must be identified.
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