search query: @author Wagner, W. B. / total: 10
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| Author: | Wagner, W. B. |
| Title: | Customer service: a competitive covenant. |
| Journal: | Management Decision
1989 : VOL. 27:1, p. 5-9 |
| Index terms: | MARKETING MIX CUSTOMERS PRICE POLICY MARKETING STRATEGY |
| Language: | eng |
| Abstract: | The meaning of customer service is clarified. The crucial role of the development and maintenance of lasting buyer-seller relationships is emphasized. A clear shift from price to service and other non-price factors is revealed. The need for a better consumer service is demonstrated to be vital to marketing strategy as well as for doing business with a given supplier. Long-term benefits are indicated. The role of technical personnel is shown. Source of improvements in the levels of services are examined. The implications for managers are summarized. |
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