Modeling Opportunities in Service Recovery and Customer-Managed Interactions

Parasuraman, A.
November 2006
Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p590
Academic Journal
The author offers commentary on an article about service marketing by Roland T. Rust and Tuck Siong Chung that was published in "Marketing Science." The author reflects primarily on a topic that has had minimal exposure to business modeling efforts, namely strategies relating to customer service recovery. He also discusses the future-thinking subject of customer-managed interactions (CMI). Implications for both strategies are explored, as well as the role of relationships and intermediaries in the CMI model.


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