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Performance in Service Marketing

Victor Danciu


The success in service marketing depends on the new relationships between providers and their customers. The appropriate new marketing is known as Relationship Marketing and looks at actively involving the customer in the many steps of creating value which is later shared between the service provider and the customer. In order to establish and maintain long-term relationship, relationship marketing should understand customer's expectations, evaluate service process and generate a proper service quality. Service modeling may have a significant role in the performance and marketing of the service. A molecular model of the service facilitates a structural approach based on peripheral and essential evidences. This approach makes easier the understanding of customer's expectations which are placed between the desired and the adequate service. A stimulus for relationship marketing performance may be the quality of service. The objective and subjective quality of service is essential for the service marketing success.

Number of Pages in PDF File: 11

Keywords: new service marketing, relationship marketing, service customer's expectations, molecular model of service, service quality

JEL Classification: M30, M31

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Date posted: June 30, 2007  

Suggested Citation

Danciu, Victor, Performance in Service Marketing. Available at SSRN: https://ssrn.com/abstract=997571 or http://dx.doi.org/10.2139/ssrn.997571

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Victor Danciu (Contact Author)
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References:  14