Why Does Poor Service Prevail?

Gerstner, Eitan; Libai, Barak
November 2006
Marketing Science;Nov/Dec2006, Vol. 25 Issue 6, p601
Academic Journal
The authors offer commentary on an article about service marketing by Roland T. Rust and Tuck Siong Chung that was published in "Marketing Science." The article reflects on ways in which customer service models have fallen short, focusing on intentional and unintentional poor service. Other factors in poor customer service include service differentiation, applying switching costs, and using misleading pricing. The author suggests that marketing models may be helpful in improving customer service as well as increasing profits.


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