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