Showing papers on "Services marketing published in 1991"

Marketing Services: Competing Through Quality

Abstract: 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 servicescontains the key to high-performance services marketing.

A test of services marketing theory: consumer information acquisition activities

Abstract: The author explores the information needs of service consumers. In the purchase decision process, search behavior is motivated in part by perceived risk and the consumer's ability to acquire releva...

Success Factors in Developing New Business Services

Abstract: What factors lead to success in the development of new businesses services? By synthesising the literature on new goods development and services marketing, the results of a major empirical investigation of new service development in the business‐to‐business services sector are reported. A set of factors that describe new service projects is identified and which factors are responsible for accomplishing different forms of success are shown. Further, the findings speak to managers about how the features that distinguish services from physical goods impact on the successful development of new services. Developing new services that provide clients improved functional and experiential quality, that are innovative and truly superior to competitive offerings, and that benefit from a proficient new service development process, as well as from the unique strengths of the firm are key requirements for creating and marketing winning new services.

Understanding the structure of consumers’ satisfaction evaluations of service delivery

Abstract: This paper examines the current state of the literature concerning thestructure (i.e., conceptualization, taxonomy, and operationalization) of consumers’ satisfaction evaluations of a service delivery. In particular, relevant research in medical sociology, community health and marketing is reviewed. In so doing, advances as well as gaps in our current understanding of satisfaction evaluations are delineated. Drawing upon the services marketing, social psychology, and organizational theory literatures, we propose a hypothesis for the multiobject conceptualization of the satisfaction construct. This fills a major gap in previous research. Using data collected from four metropolitan areas, this hypothesis is subjected to empirical verification. Competing hypotheses are explicity considered. The proposed conceptualization is also tested for convergent, discriminant, and nomological validity. Overall, the results support a multidimensional-multiobject model of the satisfaction construct. However, the objects are the major source of variation in satisfaction evaluations, accounting for about 61% of the total variance. In addition, objectbased evaluations yield evidence of convergent, discriminant, and nomological validity. Implications for research into the structure of satisfaction evaluations for health care delivery in particular, and for multidyadic services in general, are discussed.

A Framework for Conducting a Services Marketing Audit

Abstract: The marketing audit literature does not adequately reflect the development of the services marketing field in recent years. This article makes a case for a servives marketing audit, presents a framework for conducting such an audit, and discusses the lessons learned from a field test of the framework.

Marketing Services Internationally: Barriers and Management Strategies

Abstract: Focuses on the international marketing of services and the need for service marketers to be aware ofbarriers to international marketing unique to the service sector, as well as of management strategies for overcoming such barriers. Describes fundamental barriers to the successful international marketing of services. Includes a discussion of the significance of GATT. Explores managerial implications of tariff and non‐tariff barriers for international services marketing.

Success Factors for New Consumer Financial Services

Abstract: A study of the characteristics of successful new consumer financial products is described. The first stage of the investigation involved the identification of financial product attributes possibly associated with success. A total of 43 were found. Information was then collected on these attributes for 77 new financial products and was simplified by grouping into nine distinct factors. The article describes all nine factors in detail with illustrations. Four of the factors are particularly associated with success. They are: “overall quality” (the product, the delivery system, after‐sales service, the organisation′s reputation for quality); having a differentiated product (being first, being innovative); product fit and internal marketing (the new product complementing existing products and receiving the support of staff); and use of technology.

Durable Differentiation Strategies for Services

Abstract: States that understanding of the durability of differentiation and positioning as strategies is generally limited, although these areas are of great interest to service marketers. Argues that service marketers must be aware of the need to create and implement durable strategies. Proposes a framework for identifying strategies resistant to competitive imitation, based on the isolating mechanisms idea. Gives examples of differentiation strategies useful for exploiting isolating mechanisms. Concludes that managers analysing the role of both competitive and customer‐based isolating mechanisms will be morelikely to adopt a long‐term, proactive view of service differentiation.

What′s Different About Services Marketing?

Abstract: Describes the differences between the marketing of services and that of products. States that thesedifferences can affect marketing and also communications, in relation to the perception of quality, positioning and competitive difference. Offers examples of how such differences can impact on a firm. Develops a communications plan aiding effective marketing communications.

Marketing Principles and Practice in the Accounting Profession: A Review

Abstract: The marketing advice published in professional accounting journals is compared with empirical research on client priorities and accountants′ marketing practices to date. The advice and client literature are found to be consistent in that both emphasise referrals, personal communications, practice specialisations and good working relationships. Accountants themselves also emphasised personal communication methods and referrals, although large firms tended to be more systematic and sophisticated in the practice of advertising and public relations. There is less empirical evidence on accountants′ marketing practices beyond their promotional activities. There seems to be little use of formal market research and limited authority given to those with marketing responsibility. It is concluded that both accountants and researchers should focus their attention on the ways in which the whole services marketing mix is used within the profession.

MARKETING THEORIES, MODELS AND GENERAL ISSUES: Is Services Marketing "Really" Different?

Abstract: Marketing literature contains a great deal of discussion on the fact that services are uniquely different from physical products. This perspective should be carefully and systematically examined. Several assumptions related to the characteristics of services are questionable, and the various generalizations warrant a critical evaluation. Without a fresh approach to the study of services marketing, the strategic implications are indistinct and obscure.

Priorities in services marketing

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.

The Internal Marketing of Services: The New Age Surge

Abstract: Internal marketing in itself is not new, but is only recently becoming widespread in public and private sector organisations. Whilst the principles of internal and external marketing are the same, there are some differences – in targeting, politics, incentives, skills, motivation and interpersonal factors. Case examples are drawn on, from financial services, outplacement and management consultancy.

Expert Systems for Services Marketing – Prospects and Payoffs

Abstract: Explores the application of expert systems in the field of services marketing Describes the basics of the technology along with several hypothetical systems Concludes with a brief examination of costs versus benefits, system design and implementation issues, together with the potential for other artificial intelligence technologies to contribute to the management of services marketing Notes that advanced applications such as expert systems will dramatically change the competitive landscape of the future

An Empirical Investigation of the Pricing of Professional Services (As Applied to Public Accounting)

Abstract: Recently there has been escalating interest and attention focused on services marketing in marketing literature. Professionals, in particular, face additional marketing challenges because they have both an increased need and an increased ability to market their services. Yet, the pricing of professional services as an area of investigation in marketing has not been adequately researched. This paper examines the pricing issue in the context of public accounting services. The empirical investigation utilizes a multivariate approach to describe and quantify the fee structure of public accounting services. Empirical findings and then managerial implications are discussed.

Salesforce Motivation, Compensation and Evaluation by Industrial Distributors

Abstract: Selling and sales management by industrial distributors is an important area of industrial product and services marketing that has been almost completely ignored by academic researchers. This study attempts to close a few of the gaps. It provides a brief review of the distributor's characeeristics and his hostile marketing environment before a presentation of findings about dktributors' sales force evaluation, compensation and evaluation methods. Conclusions are offered and a plea for further research is made.

Problems in Marketing: Analysis and Applications

Abstract: Strategic Marketing Marketing Research Market Forecasting Consumer Behaviour, Segmentation and Positioning Product Policy and New-Product Development Pricing Strategies Advertising and Sales Promotion Sales and Distribution Management Services Marketing International Marketing

Towards a Marketing Orientation

Abstract: This past decade has witnessed phenomenal advances in the practices and propagation of the marketing services industry Organisations that need to maintain a competitive advantage recognise the need to formulate and implement coherent marketing plans But what of the marketing services companies themselves? Are they following the prescriptions which they dispense? Are marketing services companies meeting the marketing challenges within their own organisations and are they keeping in focus the principles by which they ask their client organisations to abide?