Creativity in services marketing

Creativity in services marketing

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Indeed, for services dominated by aquot;credenceaquot; properties consumers may experience great difficulty in identifying, ... with a damaged garment claiming that the firm is responsible for the damage a€” (Berry, Zeithaml and Parasuraman 1985 ). ... Everytime a non- routine service encounter arises, a firm and its organizational culture are put through a crucial test. ... or the average time a customer spends waiting for service in a bank are examples of routine service components that can beanbsp;...

Title:Creativity in services marketing
Author: M. Venkatesan, Diane H. Schmalensee, Claudia E. Marshall, American Marketing Association
Publisher:Amer Marketing Assn - 1986

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