Gronroos identifies two separate processes: the planned communication process is the deliberate delivery of planned messages and receipt of responses, whilst the interaction process consists of the...

In defence of structure Structure is defined as the allocation of authority, responsibility and resources within an organization. The subject of organizational structure is somewhat unfashionable...

We've seen what producers do in their struggle to define the meaning and promise of the brand relationship. But what can customers do? Do brands rule consumers, or vice versa? A customer's first...

Simplifying the service offer Lack of clarity regarding the benefits received from the supplier, the conditions of use or the terms of payment will increase the risk perceived by the customer. For...

RM is a strategy in itself, and one that affords little scope for the organization to follow a predetermined strategic direction. Having decided on its strategic partners, the way in which the...

The importance of shared values Christopher et al. define shared values as 'Those ideas of what is right and desirable (in corporate and/or individual behaviour) which are typical of the...

Newspaper banner logos must remain distinct at a distance. The typeface has to reflect the values of the paper; be emblematic of the place in which it is published (if it is a local paper), or...

Airlines, cruise lines, train companies, and bus lines are in the business of getting people from one place to another. They can also be regarded as hospitality services. Once upon a time, most...

Telecommunications firms face the considerable challenge of making complex technology accessible and attractive to ordinary customers. Almost all telecom firms have similar offerings: their brands...

Hotels also base their brands on hospitality, since there isn't much else to differentiate one clean bed from another. Retail stores distinguish themselves by the range of goods they stock, but the...

Services are intrinsically different from products in one crucial way. While a product is always the same—consumer products strive for consistency—a service depends on human performance for its...

Objectives are the yardsticks by which the plan's progress may be measured. They serve a number of key functions: Motivation: objectives provide an organization and its constituent departments a...

Relationship-level monitoring centres on three main areas: Relationship facilitators: those factors that contribute to the development of the strong, long-term relationship. Quality, trust and...

The marketer must therefore pay particular attention to issues or structure when implementing RM programmes. The following give examples of strategies and tactics that can be employed. It should be...

Product design concerns both functionality and aesthetics. With a few notable exceptions, it often seems as though manufacturers have neglected one in favor of the other; few products score well on...