The role of customer service in industrial marketing
M.T. Cunnigham
(University of Manchester Institute of Technology, Manchester UK)
D.A. Roberts
(University of Manchester Institute of Technology, Manchester UK)
715
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
Citation
Cunnigham, M.T. and Roberts, D.A. (1974), "The role of customer service in industrial marketing", European Journal of Marketing, Vol. 8 No. 1, pp. 15-28. https://doi.org/10.1108/EUM0000000005074
Publisher
:MCB UP Ltd
Copyright © 1974, MCB UP Limited