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SIMON & SCHUSTER Marketing Services by Leonard L. Berry
Excellent 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 customerminded corporate culture an excellent servicesystem design and effective use of technology and information are crucial to superior service quality and services marketing. When a companys service is excellent customers are more likely to perceive value in transactions spread favorable wordofmouth impressions and respond positively to employeecrossselling efforts. The authors point out that a service company that does relatively little presales 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 presale 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 Parasuramans new framework for effective marketing services contains the key to highperformance services marketing.show more