How to Invent Service
Article publication date: 1 January 1992
Offers a personal commentary considering the real essence of good service. Argues that at the heart of service distinction is human interaction and personalization. Considers a range of examples from personal life experience. Recommends that in order to “invent” legendary service, companies must work particularly at ensuring that the customer leaves with positive memories after finishing dealing with the business.
Bell, C. (1992), "How to Invent Service", Journal of Services Marketing, Vol. 6 No. 1, pp. 37-39. https://doi.org/10.1108/08876049210035746
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