Service businesses face a unique challenge: how to effectively communicate the necessarily intangible benefits of their service offering. Their attempts to tangibilize the service are often ill‐designed, making service benefits more rather than less obscure. This article presents a scheme that...

Customer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty in...

Purpose – This paper aims to describe best practice in pricing strategy for new products and services being introduced to a market. Design/methodology/approach – A review of introductory pricing patterns across a number of industries shows there are some common patterns in customer...

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...

Unlike previous studies which emphasize market oriented performance from the perspective of firms or customers, but mainly internally, the paper proposes that firms should prioritize customer‐focused performance defined totally externally from the perspective of targeted customers, which are...

This paper builds the framework for linking the established work of competitive advantage with the emerging discipline of value marketing. The outcome of this linkage is the concept of strategic value management. Strategic value management focuses on the right combinations of product quality,...

To use customer value and satisfaction data effectively, the company culture must embrace, support, and encourage customer value and satisfaction initiatives. The purpose of this article is to discuss the nature of a customer value and satisfaction culture and to model how best practice...

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places...

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places...

Destinations are strategic marketing units which consist of territorially delimited, consolidated areas of co‐operation. Options to improve a destination's competitive edge depend on the determinants of competitiveness. A destination's competitive position can be explained by factor conditions...