This paper will present and discuss the findings of research that explored the marketing practices of small professional service firms. These findings demonstrate that in seeking to improve customer service and satisfaction, the marketing activities practiced by such firms differ from those of their larger counterparts. Moreover, they suggest that existing relationship marketing theories are in...

There are limited studies on the relationship between internal marketing and service quality in Uganda though in the west interest in internal marketing seems to have intensified from 2006 onwards Customers no longer simply pay for services: they co –produce with the contact employees at the time of transaction and therefore the customer buying experience has to be understood from both the empl...

Technology is creating customer choice, and choice is altering the marketplace. Gone are the days of the marketer as salesperson. Gone as well is marketing that tries to trick the customer into buying whatever the company makes. There is a new paradigm for marketing, a model that depends on the marketer's knowledge, experience, and ability to integrate the customer and the company. Six principl...

This paper presents the Shopping Assistant, the prototype of a platform which provides personalized advertisements, ontology based product recommendations and user support to find a (non–web) store selling desired products. The benefits are satisfied consumers, better advertising revenues and fine grained TV usage statistics which enable broadcasters to provide a more user centric program compo...

Rust and Chung (2006) provide an excellent integration and assessment of current models of service and relationships, as well as a thought-provoking agenda for future research. In this brief essay, I identify some challenges, opportunities, and priorities for improving models of service and relationships. Rust and Chung (2006) integrate two distinctive streams of research—models of service and ...

Social commerce should make more efforts to retain existing customers. Shopping motivation which reflects the customers' behavior is one of the key factors to meet the users' needs. In order to attract customers, social commerce enterprise needs to better understand the shopping motivation. This study provided implications on social commerce business, service and consumer-oriented marketing str...

In this paper we propose a multi-objective mathematical model to aid the marketing team of a company in customer service marketing. Customer reflects to the services provided by a company, and the reflections affect the profit of the company. Thus, the services can be evaluated by the customers to imply the company's performances. First, the services are purified based on the opinions of th...

The aim of this chapter is to highlight the necessity of a change in perspective and a new approach to Retail Service Marketing by addressing the recent challenges posed by a radical rethinking of market exchange logic using a service view. Recent Service Marketing advances are analyzed, which lead to the Service Dominant Logic proposal to take a general service view of market exchange, envisag...