Abstract
This paper attempts to identify the impact of information and technical support systems, increased transaction standards and more cross-functional and integrated companies on the execution and quality of services marketing. The changes in several dimensions have affected services marketing, altering the way service encounters are supported and delivered. With more data and with faster exchange transactions, the overall level of customer expectations and service quality has increased. This combination of factors has led to implications for services marketing which are presented here as a theoretical framework called interactive services marketing.
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© 2015 Academy of Marketing Science
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Delene, L.M., Lyth, D.M. (2015). Interactive Services Marketing: The Relationships Among Information, Technology and Exchange Transactions in Services Marketing. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_150
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DOI: https://doi.org/10.1007/978-3-319-17055-8_150
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17054-1
Online ISBN: 978-3-319-17055-8
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