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HOW SERVICE MARKETERS CAN IDENTIFY VALUE‐ENHANCING SERVICE ELEMENTS

D. Randall Brandt (Group Director at The Burke Institute, Center for Applied Marketing Research in Cincinnati. Dr. Brandt earned his Ph.D. from Michigan State University in 1979.)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 March 1988

1382

Abstract

Some service elements and processes address the minimal requirements and expectations of customers, while others go a step further to add value to the service experience. This article describes and illustrates a simple method of looking at customer satisfaction survey data that service marketers can use to distinguish minimum requirements from value enhancements.

Citation

Randall Brandt, D. (1988), "HOW SERVICE MARKETERS CAN IDENTIFY VALUE‐ENHANCING SERVICE ELEMENTS", Journal of Services Marketing, Vol. 2 No. 3, pp. 35-41. https://doi.org/10.1108/eb024732

Publisher

:

MCB UP Ltd

Copyright © 1988, MCB UP Limited

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