Identifies key marketing steps involved in delivering quality service.
Written in 1990; 1,125 words; 1 sources; $ 39.95
From the Paper:
Delivering Quality Service
Total quality management applied to the service sector involves a recognition of the need for marketing research to ascertain the needs of the public and how to fulfill them. Developing and implementing a program to do this requires leadership, service leaders with the vision to understand the situation in the present and to see how service will develop in the future. They require high standards and the awareness to seek it in their research and in how they implement the results of that research. Quality is an end in itself, but it is also a means to effect further payoffs in the creation of true customers--customers who are glad they selected a firm after their service experience--and improved efficiencies as quality drives down the cost through market..."
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