HOW SERVICE MARKETERS CAN IDENTIFY VALUE‐ENHANCING SERVICE ELEMENTS
D. Randall Brandt
(Group Director at The Burke Institute, Center for Applied Marketing Research in Cincinnati. Dr. Brandt earned his Ph.D. from Michigan State University in 1979.)
1601
Abstract
Some service elements and processes address the minimal requirements and expectations of customers, while others go a step further to add value to the service experience. This article describes and illustrates a simple method of looking at customer satisfaction survey data that service marketers can use to distinguish minimum requirements from value enhancements.
Citation
Randall Brandt, D. (1988), "HOW SERVICE MARKETERS CAN IDENTIFY VALUE‐ENHANCING SERVICE ELEMENTS", Journal of Services Marketing, Vol. 2 No. 3, pp. 35-41. https://doi.org/10.1108/eb024732
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited