Published by:
Harvard Business Publishing
Length: 9 pages
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Abstract
To gain an edge in service marketing, first one must build a strategy. That strategy must limit itself operationally and in scope or one ends up with service too diffused and ineffective. Customers can be classified in many ways; two obvious ways are the cost and convenience of serving a particular group. Good service meets or exceeds customers'' expectations. A service provider can do a lot to position itself so that it can manage these expectations.
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Abstract
To gain an edge in service marketing, first one must build a strategy. That strategy must limit itself operationally and in scope or one ends up with service too diffused and ineffective. Customers can be classified in many ways; two obvious ways are the cost and convenience of serving a particular group. Good service meets or exceeds customers'' expectations. A service provider can do a lot to position itself so that it can manage these expectations.