Easingwood, Christopher J. and Arnott, David (1991) Priorities in services marketing. International Journal of Service Industry Management, 2 (2). pp. 20-37. doi:10.1108/09564239110136839

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Abstract

An attempt is made to identify those areas of marketing activity in the services sector that deserve to be given priority attention. A number of marketing areas are identified and assessed on their scope for improvement, the ease with which they can be changed and also on the sensitivity of the performance of the organisation to an improvement in the area. The perspective is that of senior marketing managers in the services sector. The managers picked out “pricing policy” as one factor deserving to be given the highest priority. Improvements here are possible and, in addition, will show up in better company performance. Three other factors were also thought to deserve priority attention: customer interface, marketing department influence and new product development strategy. The marketing managers considered that these too would produce better company performance if improved, although somewhat more difficult to change. Overall the managers indicated the importance they attach to those of their activities that affect the quality of the customers′ interaction with the company and its employees.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	International Journal of Service Industry Management
Publisher:	Emerald Group Publishing Ltd.
ISSN:	0956-4233
Official Date:	1991
Dates:	Date Event 1991 Published
Volume:	2
Number:	2
Page Range:	pp. 20-37
DOI:	10.1108/09564239110136839
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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