Download e-book for iPad: Services Marketing: Managing the Service Value Chain by Manfred Bruhn

By Manfred Bruhn

ISBN-10: 0273681575

ISBN-13: 9780273681571

ISBN-10: 1405871075

ISBN-13: 9781405871075

ISBN-10: 883710555X

ISBN-13: 9788837105556

The 1st eu prone advertising and marketing textual content that appears on the significance of the provider worth Chain in bettering  either buyer price and base line functionality

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Additional info for Services Marketing: Managing the Service Value Chain

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QXD 6/10/05 3:41 pm Page 21 1 Managing the service process by the Service Value Chain 21 airline – the value is generated because the passenger takes the flight. Thus, all the other activities mentioned here are prerequisites for value creation and are therefore secondary value processes. We differentiate between two categories of secondary processes: creating service value and managing service resources. In order to conduct service processes, the customer must be presented with a service concept that can be purchased.

Consequently, many tourism service providers, like airlines or hotels, encountered major problems in terms of decreased revenues and profits. This was the reason for a (re)-structuring of the Service Value Chain in the tourism industry. 6). The interactional processes encompass the sales and marketing, reservation, capacity management and operations processes. g. g. hotel rooms, aeroplane seats). e. serving the customer, cleaning the room, etc. As in other service indutries, customer retention has become a major marketing goal of tourism service providers.

These relationship processes contribute to a firm’s value by ensuring revenues that have their origin in customer relationships. 8. e. the relationship and the interaction process, are influenced by the secondary processes of a service provider. QXD 6/10/05 3:41 pm Page 25 1 Managing the service process by the Service Value Chain 25 service concept and the service price, that is delivered by the distribution systems of the service firm and that is communicated by branding and communication efforts.

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Services Marketing: Managing the Service Value Chain by Manfred Bruhn

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