Developing New Services: Improving the Process Makes it Better
Michael R. Bowers
(Assistant professor of marketing at the University of Alabama at Birmingham.)
1373
Abstract
Examines the development of new services in service organizations, which has often been incomplete and has resulted in the needs of the marketplace remaining unsatisfied. Considers the findings of a study comparing the process of new service development in different service industries. Reports on how development may be improved and offers a model allowing greater input from the service recipients.
Keywords
Citation
Bowers, M.R. (1989), "Developing New Services: Improving the Process Makes it Better", Journal of Services Marketing, Vol. 3 No. 1, pp. 15-20. https://doi.org/10.1108/EUM0000000002478
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited