By James Teboul (auth.)
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Extra resources for Service is Front Stage: Positioning Services for Value Advantage
In the late 1980s, observers were advocating so-called “interactive” relationships, specifically demanding stronger ongoing bonds between a company and its customers. And it is more so nowadays, with concepts such as “one to one” marketing. In manufacturing, goods are mostly sold after their production or creation. In the case of services, this sequence is inverted: the service is sold before it is produced. ” The service mix One of the aims of marketing is to make consumers aware of the existence of a product, and another is to convince them to buy it.
They should be involved in creating and updating – if not the product, at least the process and procedures, as they have the ﬁnal responsibility for customer satisfaction. The more professional a service becomes, the more difficult it is for the organization to impose uniform norms and rules, as the ﬁrm must rely on the skills and know-how of its professionals. But there is also a distinct possibility that, as employees become more autonomous, they may take advantage of their competence to gain even more independence and exert their own power on management and clients.
2 Product dimension This shift can be regularly delayed by redesigning the offer. Hotels are regularly redecorated and refurbished to maintain their positioning. INTENSITY OF INTERACTION In high-contact services such as law ﬁrms and hospitals, the interaction is intense as many specialists interplay with the client, who often cooperates. By contrast, in low-contact services such as fast-food outlets and retail banks, employee involvement is rather low and customers know what they are expected to do.
Service is Front Stage: Positioning Services for Value Advantage by James Teboul (auth.)