EXPANDING MARKETING OPPORTUNITIES WITH PRE‐NEED SERVICES

Abstract

The general orientation of services marketing literature with regard to consumer or buyer behavior has been with “at‐need” purchases, those purchases made only when current consumption needs are felt. This standard approach has overlooked purchase behavior that has a time lag to consumption. “Pre‐need” services are purchased in anticipation of their future use. The characteristics of “pre‐need” services are identified and a model or framework is developed for integrating the pre‐need dimension with the marketing mix variables. The model leads to important managerial and research implications in the pre‐need marketing of services.

Citation

Kyj, M.J., Jayachandran, C. and Haverty, J.L. (1988), "EXPANDING MARKETING OPPORTUNITIES WITH PRE‐NEED SERVICES", Journal of Services Marketing, Vol. 2 No. 3, pp. 55-63. https://doi.org/10.1108/eb024734