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| Author: | Kasabov, E. Warlow, A. J. |
| Title: | Towards a new model of "customer compliance" service provision |
| Journal: | European Journal of Marketing
2010 : VOL. 44:6, p. 700-729 |
| Index terms: | marketing customers consumer satisfaction |
| Freeterms: | service failures models |
| Language: | eng |
| Abstract: | Businesses taking advantage of market deregulation, call-centre and internet technology have broken conventional marketing norms and path-dependent customer management practices. Service failure recovery and complaint management are two areas that are extensively re-designed by these kind of businesses. The purpose of the article is to idnetify and examine these new practices. It is suggested that the traditional "customer-centricity model" is being replaced by a "customer-compliance business model" (CCBM) of service provision. The findings suggest that the CCBM cannot be explained adequately by current assumptions in marketing, for it breaks traditional marketing expectations about service failure and recovery. |
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