11 Pages Posted: 30 Jun 2007
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.
Keywords: new service marketing, relationship marketing, service customer's expectations, molecular model of service, service quality
JEL Classification: M30, M31
Suggested Citation: Suggested Citation
By Komal Chopra