... Customer services quality Trust Product differentiation Customer satisfaction An executive summary for managers and executive readers can be found at the end of this article. There is considerable merit in the idea of building relationships in an attempt to increase the level of trust...

... Advertising Broadcasting Media Product differentiation Services marketing Strategic marketing Products and services are different enough than one another that they may require different marketing strategies (for a review see Zeithaml, Parasuraman and Berry, 1985). Relatively few studies have...

... mechanisms will be morelikely to adopt a long‐term, proactive view of service differentiation. © MCB UP Limited 1991 Competitive strategy Pricing strategy Product differentiation Product positioning Services marketing DURABLE DIFFERENTIATION STRATEGIES FOR SERVICES Robert J. Fisher...

... guidelines for the positioning of consumer services, but notes that a case study, whilst a source of interesting insights, is limited since itsobservations may not necessarily be true for other service businesses. © MCB UP Limited 1989 Case studies Customers Marketing strategy Product...