Provision of appropriate servicescape is of strategic importance. Services cape performs. a variety of roles which cause a favorable impact on customers. Important Role of the Servicescape The role
Methods of determining the total promotion budget Firms expend considerable amount on promotional activities. Four methods are employed in determining the budget for promotional expenditure. They are detailed
Guidelines for Physical Evidence Strategy in Services Marketing Since services are intangibles, management of physical evidence is highly difficult. The following are some general guidelines for an effective
Factors to be considered in Designing Service Process Designing a service process system involves a careful consideration of factors related to services. Various issues such as location, facility
A blueprint helps understand the totality of a service as a process. It provides a graphical depiction of the services. The service system blueprint simplifies service complexities by
Desk research sources may not provide all the information required for the research study. Additional data need to be collected by going directly to the market. Generally, published
Importance of personal selling in financial services The importance of personal selling in marketing of financial services may be summarized as follows: 1. Personal selling highlights potential customers
The personal selling process consists of a series of steps. Each stage of the process should be undertaken by the salesperson with utmost care. The stages in personal
Managers in service industries are beset with the problem of low productivity. They are under the compulsion to raise the productivity of knowledge and service workers. The following
What is Customer Relationship Management? Customer Relationship Management (CRM) is an enterprise-wide strategy for presenting a single face to the customer. A long-term relationship with customer gives the