Although service rituals are widely used in service practice, theory researches on them have not received enough attention. Service rituals are a series of process-based, repeatable, symbolic actions that occur during the service contact process and are usually provided by enterprises or service personnel. By sorting out relevant literature, this article defines the concept and classification of service rituals. Service rituals can enhance consumer experience, enhance customer-enterprise relationship and promote brand value, and the cultural background of consumers will affect their service ritual experience. At the end of this paper, the future research directions of service rituals are proposed. The future researches should aim to deepen qualitative research, increase empirical research, and explore influencing factors.
China has already entered an important stage of both the consumer demand sustained growth and consumption structure upgraded being speeded up, thus the question of how to make the happy consumption or how to "buy" happiness has caused wide concern in public and government. Psychologist found that people derive more happiness from experiential consumption than from material consumption. And money priming would activate "value maximization mindset"; time priming would activate "emotional mindset" on the other hand, then to influence consumer's decision-making. Based on these findings, this project started from the perspective of dual-process theory, using both the method of behavioral science and cognitive neuroscience, to reveal essence of the phenomenon of dual cognitive processing in consumer decision, and to clarify the relationship between money, time, consumer and happiness.
In the context of social media, the controversial marketing represents a new marketing strategy, but there is enough attention in the academic circles, and the understanding of the controversial marketing was blurred. According to the existing researches, we introduce the concept of controversial marketing and briefly describe that controversial topic is how to cause conversation.In order to apply controversial topics scientifically and promote the development of research in this field, we propose some research topics which are worthy to discuss in the future.
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