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Priorities in Services Marketing

Priorities in Services Marketing An attempt is made to identify those areas of marketing activity in the services sector that deserve to be given priority attention. A number of marketing areas are identified and assessed on their scope for improvement, the ease with which they can be changed and also on the sensitivity of the performance of the organisation to an improvement in the area. The perspective is that of senior marketing managers in the services sector. The managers picked out “pricing policy” as one factor deserving to be given the highest priority. Improvements here are possible and, in addition, will show up in better company performance. Three other factors were also thought to deserve priority attention: customer interface, marketing department influence and new product development strategy. The marketing managers considered that these too would produce better company performance if improved, although somewhat more difficult to change. Overall the managers indicated the importance they attach to those of their activities that affect the quality of the customers′ interaction with the company and its employees. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Service Industry Management Emerald Publishing

Priorities in Services Marketing

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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0956-4233
DOI
10.1108/09564239110136839
Publisher site
See Article on Publisher Site

Abstract

An attempt is made to identify those areas of marketing activity in the services sector that deserve to be given priority attention. A number of marketing areas are identified and assessed on their scope for improvement, the ease with which they can be changed and also on the sensitivity of the performance of the organisation to an improvement in the area. The perspective is that of senior marketing managers in the services sector. The managers picked out “pricing policy” as one factor deserving to be given the highest priority. Improvements here are possible and, in addition, will show up in better company performance. Three other factors were also thought to deserve priority attention: customer interface, marketing department influence and new product development strategy. The marketing managers considered that these too would produce better company performance if improved, although somewhat more difficult to change. Overall the managers indicated the importance they attach to those of their activities that affect the quality of the customers′ interaction with the company and its employees.

Journal

International Journal of Service Industry Management – Emerald Publishing

Published: Aug 1, 1991

Keywords: Service industries; Services marketing; Organizational performance; Managers

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