Marketing Intelligence & Planning
Опубликовано на портале: 09-01-2003Barbara R. Lewis Marketing Intelligence & Planning. 1989. Vol. 7. No. 5.
The quality of service and customer care in the context of the marketing of services are considered. The focus on the distinguishing characteristics of services, definitions of service quality and the use of consumer research assessing expectations of and satisfaction with service quality - providing examples from a variety of organisations. Particular attention is given to the interpersonal interactions between contact personnel in service companies and customers, and the need for internal marketing, a consumer orientation, and the consequent provision of customer care, with reference to a number of examples in the tourism and finance service sectors.
Developing Customer Care Training Programmes (Развитие тренинговых программ с учетом интересов потребителя) [статья]
Опубликовано на портале: 10-01-2003David Clutterbuck Marketing Intelligence & Planning. 1989. Vol. 7. No. 1.
The real nature of customer care is defined as being more than making customers smile. The five main requirements are: understanding the customers, methods of measuring service quality, involving employees at all levels, devolving decision taking on customer care and communication.