Chapter 6:
Educating Customers
and Promoting the
Value Proposition
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 1
Overview of Chapter 6
Role of Marketing Communications
Communicating Services Presents Both Challenges
and Opportunities
Setting Communication Objectives
The Marketing Communications Mix
Role of Corporate Design
Marketing Communications and the Internet
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 2
Role of Marketing Communication
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 3
Adding Value through
Communication Content
Information and consultation represent important ways to add
value to a product
Provide information to prospective customers
o Service options available, cost, specific features, functions,
service benefits
Persuade target customers that service offers best solution to
meet their needs and build relationship with them
Help maintain relationships with existing customers
o Requires comprehensive, up-to-date customer database and
ability to make use of this in a personalized way
o Direct mail and contacts by telephone, e-mail, websites, text
messages
For example, doctors sending annual checkup reminders to
patients
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 4
Communicating Services Presents
Both Challenges and Opportunities
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 6
Overcoming Problems of Intangibility
May be difficult to communicate service benefits to
customers, especially when intangible
Intangibility creates four problems:
o
Abstractness
No one-to-one correspondence with physical objects
Generality
Items that comprise a class of objects, persons, or events
Nonsearchability
Cannot be searched or inspected before purchase
Mental impalpability
Customers find it hard to grasp benefits of complex,
multidimensional new offerings
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 7
Advertising Strategies for
Overcoming Intangibility (Table 6.1)
Intangibility problem Advertising strategy
Generality
objective claims : Document physical system capacity
Cite past performance statistics
o subjective claims : Present actual service delivery incident
Nonsearchability : Present customer testimonials
Abstractness
: Display typical customers benefiting
Impalpability
: Documentary of step-by-step process,
o
Source: Banwari Mittal and Julie Baker, Advertising Strategies for Hospitality Services, Cornell Hotel and Restaurant Administration Quarterly 43, April
2002, 53
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 8
Using Metaphors to
Communicate Value Propositions
Tangible metaphors help to communicate benefits of
service offerings, for example:
o
Gods own Country - Kerala
Metaphors communicate value propositions more
dramatically and emphasize key points of difference
Highlight how service benefits are actually provided
Can you suggest some examples from recent
advertising?
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 10
Facilitate Customer Involvement in
Production
When customers are actively involved in service production, they
need training to perform well- HOW ? -Show service delivery in
action
Television and videos engage viewer
o Dentists showing patients videos of surgical procedures before
surgery
Advertising and publicity can make customers aware of changes in
service features and delivery systems in b2b and b2c contexts
o Sales promotions to motivate customers
o Offer incentives to make necessary changes in their behaviour
o Price discounts to encourage self-service on an ongoing basis
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 13
Help Customers to Evaluate Service
Offerings
Customers may have difficulty distinguishing one firm from
another
o Provide tangible clues related to service performance
Some performance attributes lend themselves better to
advertising than others
o Airlines
Boast about punctuality
Do not talk overtly in advertising about safety, admission that things
might go wrong make prospective travelers nervous
Use indirect approach: promote pilot expertise, mechanics maintenance
skills, newness of aircraft
If Firms expertise is hidden in low-contact services Ex Imports
business DHL o Need to illustrate equipment, procedures, employee activities that
take place backstage
With 100 sales offices worldwide, the global network of DHL and special
relations to national Public Postal Operators (PPOs) DHL Global Mail
can offer you direct connections to more than 200 countries.
o
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 14
Stimulate or Dampen Demand to
Match Capacity
Live service performances are time-specific and cant
be stored for resale at a later date
o
o
For example, haircut on Tuesdays
Advertising and sales promotions can change timing of customer use
Examples of demand management strategies
o
o
Reducing usage during peak demand periods- increase price
Stimulating demand during demand during off-peak period, for
example:
Run promotions that offer extra valueroom upgrades, free
breakfast
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 15
Promote the Contributions of
Service Personnel
Frontline personnel are central to service delivery in
high-contact services
Ads should show employees at work and this helps customers
understand the nature of service encounter and what to expect
once they reach the service center. Ex ICICI Banks New Ad _
Khayal Aapka
Show customers the work performed behind the
scenes to ensure good delivery
To enhance trust, highlight expertise and commitment of employees
whom customers normally do not normally encounter
o Service personnel should be informed about the content of new
advertising campaigns or brochures before launch
o
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 16
Setting Communication Objectives
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 17
Checklist for Marketing Communications
Planning: The 5 Ws Model
Who is our target audience?
What do we need to communicate and achieve?
How should we communicate this?
Where should we communicate this?
When do communications need to take place?
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 18
Target Audience: 3 Broad Categories
Prospects
o
Employ traditional communication mix because prospects are not
known in advance Ex Ads, PR, telemarketing etc
Users
o
More cost-effective [Link] relationship manager
Employees
Secondary audience for communication campaigns through public
media
o Risk generating cynicism among employees if communication in
question promotes levels of performance that are seen as unrealistic
o Communications may be directed specifically at employees as part of
internal marketing campaign, not accessible to customers
o
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 19
Common Educational and Promotional
Objectives in Service Settings (1) (Table 6.2)
Create memorable images of specific companies and
their brands
Build awareness/interest for unfamiliar service/brand
Build preference by:
o
o
Communicating brand strengths and benefits
Comparing service with competitors offerings and countering their
claims
Reposition service relative to competition
Stimulate demand in off-peak, discourage during
peak
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 20
Common Educational and Promotional
Objectives in Service Settings (2) (Table 6.2)
Encourage trial by offering promotional incentives
Reduce uncertainty/perceived risk by providing useful
info and advice
Provide reassurance (e.g., promote service
guarantees)
Familiarize customers with service processes before
use
Teach customers how to use a service to best
advantage
Recognize and reward valued customers and
employees
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 21
Key Planning Considerations
Full understanding of service product and how well
prospective buyers can evaluate its characteristics in
advance
Knowledge of target market segments
o
o
Exposure to different media
Awareness of products and attitudes
Recognition of decisions to be made
o
o
o
o
o
Content, structure, and style of message
Manner of presentation
Most suitable media
Budget, time frames
Methods of measuring and evaluating performance
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 22
The Marketing Communications
Mix
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 23
Marketing Communications Mix
Numerous forms of communication
Different forms have distinctive capabilities depending
on
o
o
Types of messages that can be conveyed
Market segments most likely to be exposed to them
Two types of communication
Personal communications: personalized messages that move in both
directions between two parties
o Impersonal communications: messages move in only one direction
o
Technology creates gray area between both
o
For example, combine word processing technology with information from
database to create impression of personalization; interactive software;
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 24
Marketing Communications Mix
for Services (1) (Fig 6.5)
Personal
communications
Selling
Advertising
Broadcast,
podcasts
Sales promotion
Sampling
Customer
service
Print
Coupons
Training
Internet
Sign-up
rebates
Telemarketing
Outdoor
Gifts
Direct mail
Prize
promotions
Word of
(other customers)
mouth
Word-of-mouth
Key: * Denotes communications originating from outside the organization
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 25
Marketing Communications Mix
for Services (2) (Fig 6.5)
Publicity &
public relations
Instructional
manuals
Corporate design
Press
releases/kits
Websites
Signage
Press
conferences
Manuals
Interior decor
Special Events
Brochures
Vehicles
Sponsorship
Interactive
software
Equipment
Trade Shows,
exhibitions
Voice mail
Stationery
Media-initiated
coverage
Uniforms
Key: * Denotes communications originating from outside the organization
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 26
Sources of Messages Received by
Target Audience (Fig 6.4)
Messages originating
within organization
Sources
Messages originating
outside organization
Front-line staff
Production
channels
Service outlets
Marketing
channels
Advertising
Sales promotions
Direct marketing
Personal selling
Public relations
Word of mouth
Media editorial
Source: Adapted from a diagram by Adrian Palmer, Principles of Services Marketing, London: McGraw-Hill,4th ed., 2005, p. 397
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 27
A
U
D
I
E
N
C
E
Messages Transmitted through
Production Channels (1)
Developed within organization and transmitted through
production channels that deliver the service itself
Customer service from front-line staff
Shape customers perceptions of service experience and the firm
Responsible for delivering supplementary services such as providing
information, receiving payment, resolving problems, etc.
o Firm may require customer service staff to cross-sell additional
services
o
o
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 28
Messages Transmitted through
Production Channels (2)
Customer training
o
Familiarize customers with service product and teach them how to use
it to their best advantage. Eg Sales Rep training customers use
internet banking
Service outlets
Planned and unintended messages reach customers through the
medium of the service delivery environment itself
o Servicescape: Physical design of service outlet
o
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 29
Messages through Marketing Channels:
Personal Selling
Interpersonal encounters educate customers and
promote preferences for particular brand or product
o
o
Common in b2b and infrequently purchased services
For example, insurance, property
Relationship marketing strategies based on account
management programs
o
o
o
Customer assigned to a designated account manager
Ongoing need for advice, education, and consultation
For example, insurance, investment, medical services
Face-to-face selling of new products is expensive
telemarketing is lower cost alternative
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 30
Messages through Marketing Channels:
Trade Shows
Popular in b2b marketplace
Stimulate extensive media coverage
Many prospective buyers come to shows
Opportunity to learn about latest offerings from wide
array of suppliers
o
o
o
Environment is very competitive
Compare and contrast
Question company reps
Physical evidence displayed through exhibits, samples,
demonstrations
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 31
Messages through Marketing Channels:
Advertising
Build awareness, inform, persuade, and remind
Challenge: How does a firm stand out from the crowd?
o
o
o
o
o
Yankelovitch study shows 65% of people feel constantly bombarded
by ad messages; 59% feel ads have little relevance
TV, radio broadcasts, newspapers, magazines, Internet, many
physical facilities, transit vehiclesall cluttered with ads
Wide array of paid advertising media
Ads reinforced by direct marketing tools
Many e-tailers now using electronic recommendation agents (RI 6.2)
Effectiveness remains controversial
Research suggests that less than half of all ads
generate a positive return on their investment
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 32
Messages through Marketing Channels:
Direct Marketing (1)
Mailings, recorded telephone messages, faxes, e-mail
Potential to send personalized messages to highly
targeted microsegments
o
Need detailed database of information about customers and
prospects
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 33
Messages through Marketing Channels:
Direct Marketing (2)
Advance in on-demand technologies empower
consumers to decide how and when they prefer to be
reached, and by whom
o
For example, e-mail spam filters, pop-up blockers, podcasting
Permission marketing: customers encouraged to raise
their hands and agree to learn more about a company
and its products in anticipation of receiving something
of value
o
o
Enables firms to build strong relationships with customers
For example, people invited to register at a firms website and specify
what type of information they like to receive via e-mail
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 34
Messages through Marketing Channels:
Sales Promotion (1)
Defined as communication attached to an incentive
Should be specific to a time period, price, or customer
group
Motivates customers to use a specific service sooner, in
greater volume with each purchase, or more frequently
Provides a competitive edge during periods when
demand would be weak
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 35
Messages through Marketing Channels:
Sales Promotion (2)
Speeds up introduction and acceptance of new services
Interesting sales promotions can generate attention and
put firm in favorable light (especially if interesting results
publicized)
For example, SAS International Hotelsif a hotel had vacant rooms,
guests older 65 years old could get a discount equivalent to their years
o When a guest announced his age as 102 and asked to be paid 2% of the
room rate in return for staying the night, he received itand got a game of
tennis with the general manager!
o
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 36
Messages through Marketing Channels:
Public Relations
PR/publicity involves efforts to stimulate positive interest
in an organization and its products through third parties
o
For example, press conferences, news releases, sponsorships
Corporate PR specialists teach senior managers how to
present themselves well at public events, especially when
faced with hostile questioning
Unusual activities can present an opportunity to promote
companys expertise
o
For example, FedEx safely transported two giant pandas from Chengdu,
China, to the National Zoo in Washington, D.C. in a FedEx aircraft
renamed FedEx PandaOne
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 37
Messages Originating from Outside the
Organization (1)
Word of Mouth (WOM)
o
o
Recommendations from other customers viewed as more credible
Strategies to stimulate positive WOM
Referencing other purchasers and knowledgeable individuals
Creating exciting promotions that get people talking about firms
great service
Developing referral incentive schemes
Offering promotions that encourage customers to persuade others
to join them in using the service
Presenting and publicizing testimonials that stimulate WOM
Pass along e-mailsconsumers motivation, attitudes,
and behaviors
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 38
Messages Originating from Outside the
Organization (2)
Blogsa new type of online WOM
Editorial coverage
o
o
Compares, contrasts service offerings from competing organizations
Advice on best buys
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 39
Ethical Issues in Communication
Advertising, selling, and sales promotion all lend
themselves easily to misuse
Poor internal communications between operations and
marketing personnel concerning level of service
performance
Deliberately exaggerated promises to secure sales
Deceptive promotions
Unwanted intrusion by aggressive marketers into
peoples personal lives
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 40
Role of Corporate Design
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 41
Strategies for Corporate Design (1)
Many service firms employ a unified and distinctive
visual appearance for all tangible elements
o
For example, logos, uniforms, physical facilities
Provide a recognizable theme linking all the firms
operations in a branded service experience through
strategic use of physical evidence
o
e.g., BPs bright green and yellow service stations
Use of trademarked symbol as primary logo, with name
secondary
o
o
Shells yellow scallop shell on a red background
MacDonalds Golden Arches
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 42
Strategies for Corporate Design (2)
International companies need to select designs
carefully to avoid conveying a culturally inappropriate
message
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 43
FedEx: Use of Company Name In
Corporate Design (1)
Changed trade name from Federal Express to
FedEx
Distinctive logo featuring new name
Chose FedEx Ground when decided to rebrand the
RPS ground delivery service it had purchased
some years earlier
o
Transfer positive image of its air services to less expensive
small-package ground service
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 44
FedEx: Use of Company Name In
Corporate Design (2)
Created FedEx family of companies consisting of
subbrands for different services
o
o
o
o
o
o
o
FedEx Express
FedEx Ground
FedEx Home Delivery
FedEx Freight
FedEx Custom Critical
FedEx Supply Chain Services
FedEx Kinkos
Each subbrand has different color scheme for
second word to create differentiation for subbrands
o
o
Express is red/orange
Ground is green
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 45
Marketing Communications and
the Internet
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 46
Marketing Communications and
the Internet
Can be accessed from almost anywhere in the world
Simplest form of international market entry available
The firm cannot avoid creating interest in its offerings
outside its local or national market
Christian Grnroos
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 47
Internet Marketing Offers Powerful
Opportunities for Interactivity (1)
Internet used for a variety of communications tasks
o
o
o
o
Promoting consumer awareness
Providing information and consultation
Facilitating two-way communications
Enabling customers to place orders
Can market through firms own websites or advertise
on other sites
o
Supplement conventional communications channels at reasonable
cost
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 48
Internet Marketing Offers Powerful
Opportunities for Interactivity (2)
Must be part of integrated, well-designed
communications strategy
Able to establish rapport with individual customers
o
o
Interactive nature of the Internet can increase customer involvement
Facilitates permission marketing and self-service marketing
Banks allow customers to pay bills electronically, apply for loans
over the Internet, and check account balances online
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 49
Website Design Considerations (1)
Contain useful, interesting information for target
customers
Facilitate self-service in information gathering
Users expect
o
o
o
Fast access
Easy navigation
Relevant and up to date content
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 50
Website Design Considerations (2)
Firms must set explicit communication goals for
websites
Design should address attributes that affect website
stickiness
o
o
o
o
Content quality
Ease of use
Speed of download
Frequency of update
Memorable web address helps attract visitors to a site
o
Ensure that people are aware of/can guess firms web address
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 51
EasyJet Paints Its Website Address on
Each of Its More than 200 Aircraft
Source: [Link]/EN/About/[Link]. easyJet airline company limited
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 52
Effective Advertising on Internet:
Banner Advertising (1)
Placing advertising banners and buttons on portals
such as Yahoo!, Netscape and other firms websites
Draw online traffic to the advertisers own site
Websites often include advertisements of other related,
but noncompeting services
Advertisements for financial service providers on Yahoo!s stock
quotes page
o Small messages from [Link] on web pages devoted to a
specific topic
o Links relevant to e-mail content on GMail
o
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 53
Effective Advertising on Internet:
Banner Advertising (2)
Easy for advertisers to measure how many visits to its
own website are generated by click-throughs
Limitations
Obtaining many exposures (eyeballs) to a banner does not
necessarily lead to increase in awareness, preference, or sales
o Problem of fraudulent click-throughs designed to boost apparent
effectiveness
o
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 54
Effective Advertising on Internet:
Search Engine Advertising (1)
Reverse broadcast networksearch engines let
advertisers know exactly what consumer wants
through their keyword search
Can target relevant messages directly to desired
consumers
Several advertising options
o
o
o
Pay for targeted placement of ads to relevant keyword searches
Sponsor a short text message with a click-through link
Buy top rankings in the display of search results
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 55
Effective Advertising on Internet:
Search Engine Advertising (2)
Google The New Online Marketing Powerhouse
Google AdWordsallows businesses to connect with potential
customers at the precise moment when they are looking at related
topics; advertisers can display their ads at websites that are part of
the Google content network
o Google AdSenseIn return for displaying relevant Google ads on
their websites, publishers receive a share of advertising revenue
generated
o
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 56
Developing an Integrated Marketing
Communications Strategy
Isolating online marketing activities from other
marketing activities may result in conflicting message
o
Customers will not have a clear picture of a firms positioning and
value proposition
IMC ties together and reinforces all communications to
deliver a strong brand identity
Communications in different media should form part of
a single, overall message about the service firm (need
consistency within campaigns about specific service
products targeted at specific segments)
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 57
Summary of Chapter 6: Educating Customers
& Promoting the Value Proposition (1)
Marketing communications adds value through its
content
Communicating services presents both challenges and
opportunities
o
o
o
o
o
Overcome problems of intangibilityuse metaphors to communicate
value proposition
Facilitate customer involvement in production
Help customers to evaluate service offerings
Stimulate or dampen demand to match capacity
Promote the contribution of service personnel
Communication planning involves knowing (5Ws)
o
o
o
o
o
Who is our target audience?
What do we need to communicate and achieve?
How should we communicate this?
Where should we communicate this?
When do communications need to take place?
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 58
Summary of Chapter 6: Educating Customers
& Promoting the Value Proposition (2)
Marketing communications originate from within the
organization through production and marketing channels
Production channels include
o
o
o
Front-line employees and call center staff
Service outlets
Self-service delivery points
Marketing channels include
o
o
o
o
o
o
o
Advertising
Public relations
Online marketing
Website
Direct marketing
Sales promotion
Personal selling
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 59
Summary of Chapter 6: Educating Customers
& Promoting the Value Proposition (3)
Marketing communications originating from outside
organization include
o
o
o
Word of mouth
Blogs and online ratings
Media editorial
Corporate design strategies are part and parcel of
communication mix
Internet is now a key communications element, offering
powerful opportunities for interactivity
Website considerations such as ease of use and speed of download
need to be addressed
o Effective advertising involves banner advertising and search engine
advertising
o
Need to coordinate all marketing communication efforts
Slide 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 6 - 60
