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What kind of marketing culture exists in your service firm? An audit

Article Abstract:

The marketing of services is more difficult to study than the marketing of goods because services are intangible, perishable, and heteregeneous. Because services are intangible, organizational culture plays an important role in the marketing activities of service firms. A marketing culture conveys to employees the performance and behavior expected of them, enhances the fulfilment of the firm's strategic objectives and contributes to the improvement of productivity. An auditing procedure to assess quality of marketing services is presented. The factors assessed are service quality, internal communications, innovativeness, organization, interpersonal relationships and importance of the selling task.

Services, not elsewhere classified, Analysis, Marketing, Marketing management, Services industry, Service industries

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Consumer perceptions of department store service: a lesson for retailers

Article Abstract:

Department stores as an industry is facing decreasing sales and profitability. One important factor for the decline of this industry is the perceived deterioration of services offered by store employees. A study on consumer attitudes towards department store services was conducted using focus interviews. Suggestions for improvement of services based on the findings of the focus interviews was presented. Department store services can be improved by focusing on services which have significant customer-employee contacts, offering caring service to customers, keeping the best people to serve customers, adequate advertising to customers and constant evaluation of customer satisfaction.

Department stores, Public relations

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Passenger focus keeps railway on track

Article Abstract:

The Hong Kong Mass Transit Railway Corp. sponsors coffee meetings monthly, with their passengers in attendance, to find out the views of passengers about the company. This may be a factor for the corporation's success, being one of the few profitable railways worldwide. The company identified three core values by which corporate culture and behavior are formed. These are customer service, respect for the individual employee, and the importance of meeting goals and getting results efficiently and cost-effectively. Beginning with the recruitment period, applicants are reminded of the importance of keeping customers satisfied.

Rail Mass Transit, Urban Transit Systems, Local and suburban transit, Railroads, Railroad management, Hong Kong Mass Transit Railing Corp.

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