000			02309nam a22002057a 4500
999			_c180 _d180
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008			190903b ||||| |||| 00| 0 eng d
020			_a9780743267410
082			_a658.8 _bBER
100			_aBerry, Leonard L. _91019
245			_aMarketing services: competing through quality
260			_bFree Press _aNew York _c1991
300			_ax, 212 p.
365			_aINR _b1350.00
520			_aExcellent 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 services contains the key to high-performance services marketing.
650			_aCustomer service _9780
650			_aService Industries, Marketing _9331
700			_aParasuraman, A. _91020
942			_2ddc _cBK