Marketing Services: Competing Through Quality

摘要: Excellent service is the foundation for services marketing, contend Leonard Berry and A. Parasuraman in this companion volume to "Delivering Quality Service." Building on eight years of research, authors develop a model understanding relationship between quality marketing offer dozens practical insights into ways improve marketing. They argue that superior cannot be manufactured factory, packaged, delivered intact customers. Though an innovative concept may give company initial edge, vital sustaining success. show inspired leadership, customer-minded corporate culture, excellent service-system design, effective use technology information are crucial When company's excellent, customers more likely perceive value transactions, spread favorable word-of-mouth impressions, respond positively employee-cross-selling efforts. The point out does relatively little pre-sales but truly dedicated delivering will have greater effectiveness, higher customer retention, sales existing than emphasizes pre-sale falls short during actual delivery. focus any company, they insist, must satisfaction through integration throughout entire system. Filled with examples, stories, from senior executives, Parasuraman's new framework servicescontains key high-performance