Marketing services: a case of a missing product

Citation

(2001), "Marketing services: a case of a missing product", Measuring Business Excellence, Vol. 5 No. 4. https://doi.org/10.1108/mbe.2001.26705daf.001

Marketing services: a case of a missing product

Marketing services: a case of a missing product

C. Grönroos,Journal of Business & Industrial Marketing,(UK),Vol. 13 No. 4/5, 1998

Discusses the marketing of services and compares the processes involved with those used in product marketing. Argues that the primary difference between the two types of marketing relates to the lack of a product in services marketing and the reliance on processes rather than outcomes in evaluation. Proposes the use of "perceived service quality" as a substitute for the "missing product" in services marketing. Presents a conceptual model incorporating this view of services marketing and supports the argument with a case study in an industrial service context. Concludes that successful services marketing requires that the process is superior in the same way that effective goods marketing requires high levels of product quality.

Quality focus says: Has elements of both theory and applied research. Strong on originality and readability with major implications for both research and practice.