Marketing and Relationship Management

Stephan Kaiser () and Max Josef Ringlstetter ()
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Stephan Kaiser: Universität der Bundeswehr München, Wirtschafts- und Organisationswissenschaften
Max Josef Ringlstetter: Katholische Universität Eichstätt-Ingolstadt, Lehrstuhl für ABWL, Organisation und Personal

Chapter Chapter 6 in Strategic Management of Professional Service Firms, 2011, pp 75-86 from Springer

Abstract: Abstract The product range of professional service firms is characterized by specifics like the predominantly immaterial operational variables, by quality which can hardly be assessed ex-ante, collective problem solving and a relatively complex procurement decision. This applies in particular for the marketingMarketing of professional services. A unique feature of a professional service firm from the client’s point of view is at first the quality commitment. If the self-conception of a brand meets client expectations, the client regards the quality commitment to be fulfilled. In the long term the resulting client trust and the reputation of a professional service firm are decisive success aspects.

Keywords: Procurement Decision; Professional Service; Marketing Activity; Relationship Marketing; Business Relation (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-16063-9_6

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DOI: 10.1007/978-3-642-16063-9_6

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