Misplaced marketing Meanwhile, at the service desk: “Hello!Is anyone here?”

Herbert Jack Rotfeld (Professor of Marketing, Department of Marketing & Transportation, Auburn University, Alabama, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 December 2000


Discusses the problem of poor customer service. Asserts that the introduction of new technology into the system does not necessarily improve the process. The more common situation finds that the new technology is being misused in ways that mimic the failures of no‐tech services: toll‐free numbers create long waits and Web sites provide an advertising platform rather than a customer service platform. Asserts that new technology provides excellent marketing opportunities for customer service but are often misused.



Rotfeld, H. (2000), "Misplaced marketing Meanwhile, at the service desk: “Hello!Is anyone here?”", Journal of Consumer Marketing, Vol. 17 No. 7, pp. 573-575. https://doi.org/10.1108/07363760010357778

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Copyright © 2000, MCB UP Limited

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