Service Management and Marketing: Managing the Moments of Truth in Service CompetitionLexington Books, 1990 - 298 pagina's Gronroos (international and industrial marketing, Swedish School of Economics and Business Administration in Finland) examines the nature of market-oriented management and analyzes the impact that service- dominated competition has had and will continue to have on management thinking and decision making. He includes practical advice on how to cope with specific situations relative to the consumptive process. Annotation copyrighted by Book News, Inc., Portland, OR |
Inhoudsopgave
The New Competition of the Service | 1 |
The Nature of Services and Service Quality | 25 |
Managing CustomerPerceived Service Quality | 49 |
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achieved advertising campaigns American Marketing Association approach attitudes Augmented Service Offering behavior buyer-seller interactions chapter characteristics of services consumer consumption process contact persons course create customer contact customer perceived quality customer relationships decisions discussed effects employees example expectations external Figure Finland Grönroos Gummesson impact important improve internal efficiency involved issue Lee Iacocca managers and supervisors manufacturing market communication marketing activities marketing department marketing mix marketing strategy moments of truth Moreover nature of service needs negative operations part-time marketers perceived service quality perception performance personnel physical resources planning potential customers problems profit relationship marketing responsibility SAS Scandinavian Airlines Scandinavian Airlines System service competition service concept service culture service economy service firms service industries service management service organizations service orientation service production process Service Production System service provider service sector service strategy service-oriented services marketing situations Strategic Management technical quality top management traditional marketing word-of-mouth