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Delivering Quality Service

Balancing Customer Perceptions and Expectations

By: Valarie A. Zeithaml,A. Parasuraman,Leonard L. Berry

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Delivering Quality Service

Balancing Customer Perceptions and Expectations

By: Valarie A. Zeithaml,A. Parasuraman,Leonard L. Berry

Business.

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Page Count

248

Publisher

Simon and Schuster

Published Date

ISBN 10

0029357012

ISBN 13

9780029357019

Marketing Services

Competing Through Quality

By: Leonard L. Berry,A. Parasuraman

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Marketing Services

Competing Through Quality

By: Leonard L. Berry,A. Parasuraman

Excellent service is the foundation for services marketing, contend Leonard Berry and A. Parasuraman in this companion volume to Delivering Quality Service. Building on eight years of research, the authors develop a model for understanding the relationship between quality and marketing in services and offer dozens of practical insights into ways to improve services marketing. They argue that superior service cannot be manufactured in a factory, packaged, and delivered intact to customers. Though an innovative service concept may give a company an initial edge, superior quality is vital to sustaining success. Berry and Parasuraman show that inspired leadership, a customer-minded corporate culture, an excellent service-system design, and effective use of technology and information are crucial to superior service quality and services marketing. When a company's service is excellent, customers are more likely to perceive value in transactions, spread favorable word-of-mouth impressions, and respond positively to employee-cross-selling efforts. The authors point out that a service company that does relatively little pre-sales marketing but is truly dedicated to delivering excellent quality service will have greater marketing effectiveness, higher customer retention, and more sales to existing customers than a company that emphasizes pre-sale marketing but falls short during actual service delivery. The focus of any company, they insist, must be customer satisfaction through integration of service quality throughout the entire system. Filled with examples, stories, and insights from senior executives, Berry and Parasuraman's new framework for effective marketing services contains the key to high-performance services marketing.

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Page Count

232

Publisher

Simon and Schuster

Published Date

ISBN 10

0743267419

ISBN 13

9780743267410

Techno-Ready Marketing

How and Why Customers Adopt Technology

By: Charles L. Colby,A. Parasuraman

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Techno-Ready Marketing

How and Why Customers Adopt Technology

By: Charles L. Colby,A. Parasuraman

Conventional techniques for marketing technology products fail primarily because marketers do not truly understand their customers. Do you know what customers really think about your technology? Now, drawing on their award-winning research and case studies ranging from America Online to the Discovery Channel, marketing experts A. Parasuraman and Charles L. Colby demonstrate how the adoption of technology is influenced by unique beliefs that do not apply to conventional products and services. In the context of a general set of powerful techno-marketing strategies, Parasuraman and Colby introduce "Technology Readiness" (TR), a groundbreaking concept that enables you to measure and assess a customer's predisposition to adopt new technologies. Employing their TR construct -- a psychological amalgam of fears, hopes, desires, and frustrations about technology -- the authors identify five types of technology customers: the highly optimistic and innovative "Explorers," the innovative yet cautious "Pioneers," the uncertain "Skeptics" who need the benefits of technology proved, the insecure "Paranoids," and the resistant "Laggards." Using this typology, you can customize your technology strategies by combining insights from your context-specific assessments with general marketing strategies presented in the book. Essential reading in technology companies will be the chapter devoted to Parasuraman's Pyramid Model, which explains the critical role technology plays in a marketing organization as a link between employees, the organization, and the customer. Finally, the authors have included a self-administered quiz so you can score your own Technology Readiness and a chapter on the "Techno-Ready Marketing Audit" to provide a framework for taking immediate action based on the precepts in this book.

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Page Count

218

Publisher

Simon and Schuster

Published Date

ISBN 10

074321370X

ISBN 13

9780743213707