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What Marketers Can Learn from the Tin Man

What Marketers Can Learn from the Tin Man Customer contact personnel (CCP) play a significant role in the success of any industrial or consumer service organization. A key task of CCP is to be attentive, respectful, empathic, and civil toward customers. Many service organizations, however, seemingly overlook this critical, yet low‐cost, approach for enhancing customer satisfaction and favorable word‐of‐mouth promotion. Using The Wizard of Oz as an allegory, discusses the importance of CCP displaying appropriate behavior toward customers and offers a process for fostering such behavior within an organization. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

What Marketers Can Learn from the Tin Man

Journal of Services Marketing , Volume 8 (2): 10 – Jun 1, 1994

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References (9)

Publisher
Emerald Publishing
Copyright
Copyright © 1994 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876049410058424
Publisher site
See Article on Publisher Site

Abstract

Customer contact personnel (CCP) play a significant role in the success of any industrial or consumer service organization. A key task of CCP is to be attentive, respectful, empathic, and civil toward customers. Many service organizations, however, seemingly overlook this critical, yet low‐cost, approach for enhancing customer satisfaction and favorable word‐of‐mouth promotion. Using The Wizard of Oz as an allegory, discusses the importance of CCP displaying appropriate behavior toward customers and offers a process for fostering such behavior within an organization.

Journal

Journal of Services MarketingEmerald Publishing

Published: Jun 1, 1994

Keywords: Customer orientation; Customer satisfaction; Customer service; Individual behaviour; Management; Marketing; Personnel; Training

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