Making promises: the power of engagement
Louis Fabien
(Associate Professor at the Ecole des Hautes Etudes Commerciales, Montreal, Quebec, Canada)
1823
Abstract
Contends that service relationship marketing is all about promises: in order to keep a promise made to potential customers, service companies must ensure delivery of their promises. Discusses the making of promises: what to promise the consumer; why every service firm should strive to fulfill its promises; and what to do if the promises cannot be kept. Presents recommendations pertaining to these three aspects of making promises.
Keywords
Citation
Fabien, L. (1997), "Making promises: the power of engagement", Journal of Services Marketing, Vol. 11 No. 3, pp. 206-214. https://doi.org/10.1108/08876049710168690
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited