The role of customer service in industrial marketing

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.

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Year of publication:	1974
Authors:	Cunnigham, M.T. ; Roberts, D.A.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 8.1974, 1, p. 15-28
Publisher:	MCB UP Ltd
Subject:	Customer satisfaction \| Industrial marketing \| Consumer behaviour \| Purchasing \| Marketing strategy

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000005074 [DOI]
Source:	Other ZBW resources

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