| Автор | Garg, Rajendar K. |
| Автор | Chan, Kenny K. |
| Дата выпуска | 1997 |
| dc.description | ABSTRACTIn an environment of ever increasing competition, small businesses are beginning to recognize that adopting a strong service orientation in their marketing efforts not only gives them a differential advantage, but is also fast becoming a prerequisite for their survival. This study introduces a classification scheme which identifies firms by their degrees of involvement in service orientation. This typology was validated in a nationwide survey of retail nurseries. The findings supported the hypotheses that a strong service orientation does have a dramatic impact on a business's marketing decisions. It is hoped that recognition of these distinctions will offer strategic insights for small business practitioners in making marketing and promotion decisions. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Service Orientation and Small Business Marketing |
| Тип | research-article |
| DOI | 10.1300/J090v15n02_10 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 15 |
| Первая страница | 131 |
| Последняя страница | 143 |
| Аффилиация | Garg, Rajendar K.; Indiana University of Pennsylvania |
| Аффилиация | Chan, Kenny K.; California State University |
| Выпуск | 2 |
| Библиографическая ссылка | Bennett, Amada. 1990. “Making the Grade With the Customer,”. Wall Street Journal, November 12: B1 |
| Библиографическая ссылка | Drucker, Peter F. 1973. Management: Tasks, Responsibilities, Practices New York: Harper, & Row. |
| Библиографическая ссылка | Evans, Joel R. and Berman, Barry. 1990. Marketing, , 4th edition New York: Mac-Millan Publishing. |
| Библиографическая ссылка | Fulmer William, E. and Goodwin, Jack. 1988. “Differentiation: Begin with the Consumer,”. Business Horizons, September-October: 55–63. |
| Библиографическая ссылка | Levy, Walter K. 1989. “The End of an Era: A Time for Retail Perestroika,”. Journal of Retailing, 65: 389–395. (Fall |
| Библиографическая ссылка | Lovelock, Christopher H. 1983. “Classifying Services to Gain Strategic Marketing Insights,”. Journal of Marketing, Summer: 9–20. |
| Библиографическая ссылка | Lusch, Robert F and Dunne, Patrick. 1990. Retail Management Cincinnati, OH: South-Western Publishing. |
| Библиографическая ссылка | McDermott, Mike. 1990. “The Revenge of The Little Guy,”. Adweek's Marketing Week, September 17: 21–27. |
| Библиографическая ссылка | Potter, Donald V. 1988. “The Two Best Consultants in the World,”. Business Horizons, September-October: 25–28. |
| Библиографическая ссылка | Plymire, Jerry. 1991. “Complaints as Opportunities,”. Journal of Services Marketing, Spring: 39–43. |
| Библиографическая ссылка | Schiller, Zachary. 1989. “Stalking the New Consumer,”. Business Week, August 28: 54–62. |
| Библиографическая ссылка | Sellers, Patricia. 1990. “What Customers Really Want,”. Fortune, June 4: 58–68. |
| Библиографическая ссылка | Sellers, Patricia. 1991. “Winning Over the New Consumer,”. Fortune, July 29: 113–126. |
| Библиографическая ссылка | Silverstein, Michael. 1991. “World-Class Customer Service Builds Consumer Loyalty,”. Marketing News, August 19: 11 |
| Библиографическая ссылка | U. S. Senate Committee on Small Business. 1987. Small Business Issues and Priorities Washington, D.C.: U. S. Government Printing Office. |
| Библиографическая ссылка | Vredenburg, Harrie and Wee, Chow-Hou. 1986. “The Role of Customer Service In Determining Customer Satisfaction,”. Journal of the Academy of Marketing Science, Summer: 17–26. |
| Библиографическая ссылка | Watson, Cynthia. 1990. “Datawatch,”. Advertising Age, July 9: 12 |
| Библиографическая ссылка | Zinn, Laura. 1990. “Retailing: Who Will Survive?”. Business Week, November 26: 134–144. |
