MARKETING SERVICES Competing Through Quality
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 a...
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| Format: | Book |
| Language: | English |
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Princeton, New York
Free Press, A Division of Simon & Schuster
1991
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| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | 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. |
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| Physical Description: | xi, 212 pages illustration 24 cm |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 9780743267410 |
Marketing services competing through quality