The role of customer service in industrial marketing
European Journal of MarketingPublished 1 January 1974
M.T. Cunnigham, Dan Roberts
Citations74
SJR quartileQ1
SJR score1.71
SNIP1.39
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Abstract
Examines the role of service in influencing buying behaviour, basing its results on research carried out into the marketing of industrial raw materials. Defines Service and sets this within a conceptual theoretical framework. Attempts to identify what industrial buyers perceive as service, and measures the performance, of suppliers against key facts of service. Discusses the developing realistic marketing strategies for suppliers.
Keywords
Business, Management and Accounting