• Michael J. Baker


The issues to be addressed in Chapter 18 include:
  1. 1

    The nature and scope of customer service.

  2. 2

    The strategic use of service.

  3. 3

    The concept of Total Quality Management (TQM).

  4. 4

    The pricing of services

  5. 5

    The measurement of service quality.

  6. 6

    Service as a marketing strategy.



Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Notes and References

  1. 1.
    It will be recalled from Chapter 6 that switching costs play an important role in competition.Google Scholar
  2. 2.
    Michael J. Baker, Marketing: An Introductory Text (London: Macmillan, 1991) 5th edn.Google Scholar
  3. 3.
    Martin Christopher, Philip Schory and Tage Skjott-Larsen, Customer Service and Distribution Strategy (London: Associated Business Press, 1979).Google Scholar
  4. 4.
    William H. Blenel and Henry E. Bender, Product Service Planning (New York: AMACOM, 1980).Google Scholar
  5. 5.
    B. J. LaLonde and Paul H. Zinszer, Customer Service: meaning and measurement (Chicago: National Council of Physical Distribution Management, 1976).Google Scholar
  6. 6.
    Winter 1990.Google Scholar
  7. 7.
    Product Service Planning, see n. 4 above.Google Scholar
  8. 8.
    ‘Production-line Approach to Service’, Harvard Business Review (September– October 1972).Google Scholar
  9. 9.
    K. Ohmae, The Mind of the Strategist, (Harmondsworth: Penguin, 1983).Google Scholar
  10. 10.
    P. Kotler, Marketing Management (Englewood Cliffs, N.J.: Prentice-Hall, 1980) 4th edn, p. 375.Google Scholar
  11. 11.
    Product Service Planning, see n. 4 above.Google Scholar
  12. 12.
    Tamara J. Erickson, ‘Beyond the Quality Revolution: Linking Quality to Corporate Strategy’, Prism (First Quarter, 1991) pp. 5–21.Google Scholar
  13. 13.
    Eriksen, ‘Beyond the Quality Revolution’, p. 11.Google Scholar
  14. 14.
    Diane H. Schmalensee, ‘Soft Measurement: A Vital Ingredient in Quality Improvement’, Prism, (First Quarter, 1991) pp. 49–57.Google Scholar
  15. 15.
    ‘The Role of Service in Effective Marketing’, in Victor P. Buell and Carl C. Meyel (eds), Handbook of Modern Marketing (New York: McGraw-Hill, 1970).Google Scholar
  16. 16.
    Diana Brown and Roger Banks, ‘Customer First’, Survey (Spring 1991).Google Scholar
  17. 17.
    M. P. Singh, ‘Service as a Marketing Strategy: A Case Study at Reliance Electric’, Industrial Marketing Management, 19 (1990).Google Scholar

Copyright information

© Michael J. Baker 1992

Authors and Affiliations

  • Michael J. Baker

There are no affiliations available

Personalised recommendations