The role of customer service in industrial marketing
- 1 January 1974
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 8 (1) , 15-28
- https://doi.org/10.1108/eum0000000005074
Abstract
Examines the role of service in influencing buying behaviour, basing its results on research carried out into the marketing of industrial raw materials. Defines Service and sets this within a conceptual theoretical framework. Attempts to identify what industrial buyers perceive as service, and measures the performance, of suppliers against key facts of service. Discusses the developing realistic marketing strategies for suppliers.Keywords
This publication has 1 reference indexed in Scilit:
- Industrial Source LoyaltyJournal of Marketing Research, 1970