• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文学位 >Services marketing concepts: Service quality, internal marketing, and marketing strategy in selected small service organizations.
【24h】

Services marketing concepts: Service quality, internal marketing, and marketing strategy in selected small service organizations.

机译：服务营销概念：选定的小型服务组织中的服务质量，内部营销和营销策略。

获取原文
获取原文并翻译 | 示例
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The research is directed at knowledge- and hypothesis-generation in order to advance the field toward establishing a unifying theory of services marketing. From the literature five service concepts were identified that appear to be common to service enterprises: customer expectations and perceptions of service quality, internal marketing practices, service delivery (encounter) process, new service design and development, and integration of these for strategic planning. Three of these (quality, internal marketing, and strategic integration) were the focus of the research.;The research question examined whether small, independent service firms in the private sector are aware of, understand, and make use of three of the most common concepts advanced in the services marketing research literature. The service industries included in the research were: professional services, lodging establishments, and nonprofit organizations. Inductive, exploratory research was undertaken utilizing focus groups as a method for gathering data.;The conclusions are: (1) formal, scholarly research results that might benefit small service organizations are not reaching them. Despite this lack of awareness, (2) small service organizations intuitively understand the concept of internal marketing; they understand less well the concept of service quality (because they are unable to separate service quality issues from closely related ones such as satisfaction, value, and external cues); and they have little understanding of how to integrate what is known into a successful strategic marketing plan for the long-term success of the firm. Finally, (3) service quality and internal marketing practices are used to market the organization, but strategic integration of services concepts is generally unplanned, haphazard, or nonexistent.;Hypotheses are developed as a guide for future research investigations in developing a unifying theory in services marketing, and recommendations aimed at increasing the flow of information to the small service organization are made.
机译：该研究针对知识和假设生成，以推动该领域朝建立服务营销的统一理论发展。从文献中确定了服务企业似乎共有的五个服务概念：客户对服务质量的期望和看法，内部营销实践，服务交付（遇到）过程，新服务设计和开发以及将它们集成到战略规划中。其中三个（质量，内部营销和战略整合）是研究的重点。研究问题考察了私营部门中的小型独立服务公司是否了解，理解并利用了最常见的三个服务营销研究文献中的高级概念。研究中包括的服务行业是：专业服务，住宿场所和非营利组织。利用焦点小组作为收集数据的方法进行了归纳性，探索性研究。结论是：（1）可能会使小型服务组织受益的正式的学术研究结果尚未达到。尽管缺乏这种意识，但（2）小型服务组织直观地了解了内部营销的概念；他们对服务质量的概念了解得很少（因为他们无法将服务质量问题与紧密相关的问题（例如满意度，价值和外部暗示）区分开）；他们对如何将已知的知识整合到成功的战略营销计划中以使公司的长期成功几乎一无所知。最后，（3）服务质量和内部营销实践用于组织营销，但是服务概念的战略整合通常是没有计划的，偶然的或不存在的;假设被提出来作为将来在开发统一理论时进行研究调查的指南。服务营销，并提出了旨在增加信息流向小型服务组织的建议。

著录项

  • 作者

    Hansen, Nancy Lou Jeanroy.;

  • 作者单位

    The Union Institute.;

  • 授予单位 The Union Institute.;
  • 学科 Business Administration Marketing.;Business Administration Management.;Economics History.
  • 学位 Ph.D.
  • 年度 1989
  • 页码 89 p.
  • 总页数 89
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号