Relacja klient-klient w marketingu usług

• Autorzy: Richard Floyd Nicholls

Warianty tytułu

The Customer-Customer Interaction in Marketing of Services

• Języki publikacji: PL

Abstrakty

Autor podkreśla znaczenie relacji klient-klient w środowisku usług dla marketingu relacyjnego. Przedstawia on interakcję między klientami w kontakcie usługowym. Autor prezentuje również własną klasyfikację usług i typologię własnych badań.

EN

Maintains that the Relationship Marketing paradigm is particularly suited to service marketing. Considers the role and significance of the service encounter in service marketing. Point outs that research has tended to focus on the customer employee relationship within the service encounter. Contends that the customer: customer aspects of service encounters, which have received comparatively little attention, are also worthy of study. (short original abstract)

Słowa kluczowe

PL

Strategia marketingowa; Marketing usług; Obsługa klienta; Klasyfikacja usług; Interakcje społeczne; Materiały konferencyjne

EN

Marketing strategy; Service marketing; Customer service; Services classification; Social interaction; Conference materials

• Czasopismo: Prace Naukowe Akademii Ekonomicznej we Wrocławiu
• Rocznik: 2000
• Numer: nr 852, t. 1 Marketing - przełom wieków : paradygmaty, zastosowania : materiały kongresowe, Jelenia Góra, 24-27 września 2000 r. T. 1
• Strony: 91--101

Twórcy

autor

Richard Floyd Nicholls

Bibliografia

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• Bitner, M.J., Booms, B.H., and Tetrcault, M.S., (1990) The Service Encounter: Diagnosing Favorable and Unfavorable Incidents, "Journal of Marketing" 54 (January): 71-84.
• Booms, B.H. and Bitner, M.J., Marketing Strategies and Organizational Structures for Service Firms, pp. 47-51 in Donnelly, James H. (University of Kentucky) and George, William R., (eds).
• Marketing of Services, American Marketing Association, proceedings series, 1981.
• Christopher, M., Payne, A. and Ballantyne, D., Relationship Marketing: Bringing quality, customer service and marketing together, Butterworth-Heinemann, 1991.
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• Shamir, В., Between Service and Servility: Role Conflict in Subordinate Service Roles, "Human Relations" 33 (10), 1980: 741-758.
• Shostack, G.L., Planning the Service Encounter, pp. 243-254 in Czepiel, J.A., Solomon, M.R, and Surprenant, C.F, (eds)., The Service Encounter, Lexington, MA: Lexington Books/D.C. Heath, 1985.
• Solomon, M., C. Surprenant, J. Czepiel and G. Gutman, A Role Theory Perspective on Dydadic Interactions: The Service Encounter, "Journal of Marketing" 49 (Winter), 1985, pp. 99-111.
• Surprenant, C.F. and Solomon, M.R., Predictability and Personalization in the Service Encounter, "Journal of Marketing", vol. 51, April 1987, pp. 86-96.