CUSTOMER‐ORIENTED CORPORATE CULTURES ARE CRUCIAL TO SERVICES MARKETING SUCCESS
Abstract
This paper argues that a genuinely customer‐oriented organizational culture is a prerequisite if service firms are to excel in the marketplace. It presents several traits or values representing such a culture and discusses the importance of those values by linking them to unique features of the nature and delivery of services. The paper also addresses problems and prospects associated with developing a customer‐oriented culture, and it concludes with implications for services marketing practitioners and researchers.
Citation
Parasuraman, A. (1987), "CUSTOMER‐ORIENTED CORPORATE CULTURES ARE CRUCIAL TO SERVICES MARKETING SUCCESS", Journal of Services Marketing, Vol. 1 No. 1, pp. 39-46. https://doi.org/10.1108/eb059587
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited