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Making promises: the power of engagement

Making promises: the power of engagement Contends that service relationship marketing is all about promises: in order to keep a promise made to potential customers, service companies must ensure delivery of their promises. Discusses the making of promises: what to promise the consumer; why every service firm should strive to fulfill its promises; and what to do if the promises cannot be kept. Presents recommendations pertaining to these three aspects of making promises. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Making promises: the power of engagement

Journal of Services Marketing , Volume 11 (3): 9 – Jun 1, 1997

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References (23)

Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876049710168690
Publisher site
See Article on Publisher Site

Abstract

Contends that service relationship marketing is all about promises: in order to keep a promise made to potential customers, service companies must ensure delivery of their promises. Discusses the making of promises: what to promise the consumer; why every service firm should strive to fulfill its promises; and what to do if the promises cannot be kept. Presents recommendations pertaining to these three aspects of making promises.

Journal

Journal of Services MarketingEmerald Publishing

Published: Jun 1, 1997

Keywords: Consumer marketing; Internal marketing; Promotion; Relationship marketing; Service operations

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