..., a balanced information system is critical. The long run survival of a service business depends on the appropriate balance between internal information (efficiency) and external information(effectiveness). Both internal information (efficiency) and external information (effectiveness) must be used...

...Scott W. Kelley Explains that efficient service delivery can often present a problem for marketers due to the nature of the services. Summarizes the two general methods already suggested for improving the efficiency of service delivery – technological and humanistic. Discusses managerial guidelines...