search query: @author Marr, N. E. / total: 8
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| Author: | Marr, N. E. |
| Title: | Customer services - off the peg or tailor-made? |
| Journal: | Management Decision
1988 : VOL. 26:1, p. 25-29 |
| Index terms: | INTERNATIONAL MARKETING CONSUMER SATISFACTION SERVICE |
| Language: | eng |
| Abstract: | The function of customer services is examined. In international markets suppliers compete not only on price design and quality, but on the range of services that they offer to customers. The relationship between marketing and customer service is characterized. Competitive advantages to be gained from a closer attention to customers' priorities are highlighted. A competitive study of the customers of UK exporters in the Benelux countries and the Federal Republic of Germany is reported. It is suggested that suppliers often make wrong assumptions about the customers' priorities. It is important, therefore, to offer an adequate "mix" of services, tailor them more closely to the markets. |
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