Customer confusion: the mobile phone market
Article Abstract:
There is consumer confusion in the mobile phone market, but this does not have a negative impact on the market. Research in this area has considered if and how consumer confusion influences the consumer decision making process in relation to choice of different network operators. It has been possible to draw up a model to conceptualize confusion in the mobile phone market. This model indicates that the nature of the mobile phone market requires consumers to make more effort to acquire information. The importance of word-of-mouth and brand image as risk reduction strategies in the services industry were highlighted once more.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2000
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Marketing bank services to corporate clients
Article Abstract:
A major area of competition among banks in Cyprus is in the way they develop their service quality and product range to meet the demands of corporate clients while maintaining their relationships with existing customers. The issues associated with financial services marketing to corporate customers are analysed. The empirical work is based on the perspective of the relationship marketing approach.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1995
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Channel structure, consumer involvement and perceived service quality: an empirical study of the distribution of a service
Article Abstract:
The existence of relationships between perceived service quality, consumer involvement and channel distribution structure is examined in the area of services marketing. The level of consumer involvement and the channel structure type used substantially impacts the perceived service quality. The improvement of efficiency and efficacy in service distribution is examined.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 1995
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