Abstract
Communication is a crucial tool to build up a relationship with new customers and to cultivate the relationship with the existing customers within various marketing channels from both the theoretical and managerial perspectives. Mohr and Nevin state that “communication can be described as the glue that holds together the channel of distribution”1. This statement supports the concept of integrated communication which provides clarity, consistency and a maximum of communication impact through planning, managing and controlling the communications under one hand.2
See Mohr/Nevin (1990), p. 36.
See Madden/Perry (2003), p. 115.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
References
Asif, S./ Sargeant, A. (2000): Modelling internal communications in the financial services sector, in: European Journal of Marketing, 2000, p. 299–317.
Berry, L. L./ Parasuraman, A. (1992): Services marketing starts from within, in: Berry, L. L./ Parasuraman, A. (1991): Marketing Services — Competing through quality, 1991.
Bloom, P. N./ Pailin Jr, J. E. (1995): Using information situations to guide marketing strategy, in: The Journal of Consumer Marketing, 1995, p. 19–27.
Bruhn, M. (1999): Internes Marketing — Integration der Kunden-und Mitarbeiterorientierung — Grundlagen — Implementierung — Praxisbeispiele, Wiesbaden 1999.
Bruhn, M. (2003): Integrierte Unternehmens-und Markenkommunikation — Strategische Planung und operative Umsetzung, Stuttgart 2003.
Bruhn, M. (2005): Kommunikationspolitik, 3. Auflage, München 2005.
Cameron, G. T./ Mc Collum, T. (1993): Competing corporate cultures — A multi-method, cultural analysis of the role of internal communication, in: Journal of Public Relations Research, 1993, p. 217–250.
Collins, B./ Payne, A. (1991): Internal Marketing — A New Perspective for HRM, in: European Management Journal, 1991, p. 261–270.
Coskun, A./ Frohlich, C. J. (1992): Service — The competitive edge in banking, in: The Journal of Services Marketing, 1992, p.15–22.
Darby, M. R./ Karni, E. (1973): Free competition and the optimal amount of fraud, in: Journal of Law and Economics, 1973, p. 67–86.
Demuth, A. (1989): Corporate Communications, in: Bruhn, M. (Hrsg.), Handbuch des Marketing — Anforderungen an Marketingkonzeptionen aus Wissenschaft und Praxis, München 1989, p. 433–451.
Gill, A. S. et al. (2006): Factors that affect trust of business clients in their banks, in: The International Journal of Bank Marketing, 2006, p. 384.
Grund, M. A. (1998): Interaktionsbeziehungen im Dienstleistungsmarketing — Zusammenhänge zwischen Zufriedenheit und Bindung von Kunden und Mitarbeitern, Wiesbaden 1998.
Heaney, J.-G./ Goldsmith, R. E. (1999): External information search for banking services, in: The International Journal of Bank Marketing, 1999, p. 305–319.
Henkens, U. (1992): Marketing für Dienstleistungen — Ein ökonomischer Ansatz, Frankfurt am Main 1992.
Jacob, F. (1995): Produktindividualisierung als spezielle Form des Dienstleistungsmarketing im Business-to-Business-Bereich, in: Kleinaltenkamp, M. (Hrsg.), Dienstleistungsmarketing, Wiesbaden 1995, p. 193–223.
Kaas, K. P. (1995): Marketing zwischen Markt und Hierarchie, in: Kaas, K. P. (Hrsg.), Kontrakte, Geschäftsbeziehungen, Netzwerke — Marketing und neue Institutionenökonomik, in: Zeitschrift für betriebswirtschaftliche Forschung, 1995, pp. 19–42.
Lievens, A./ Moenaert, R. K. (2000): Communication flows during financial service innovation, in: European Journal of Marketing, 1999, p. 1078–1110.
Lovelock, C. H. et al. (2001): Services marketing — An Asia-Pacific perspective. Malaysia 2001.
Madden, K./ Perry, C. (2003): How do customers of a financial services institution judge its communications?, in: Journal of Marketing Communications, 2003, p. 113–127.
Mann, T. (1998): Erfolgsfaktor Service. Strategisches ServiceManagement im nationalen und internationalen Marketing, Wiesbaden 1998.
Meffert, H. (2000): Marketing. Grundlagen marktorientierter Unternehmensführung, Wiesbaden 2000.
Meffert, H. / Bruhn, M. (2003): Dienstleistungsmarketing — Grundlagen, Konzepte, Methoden, Wiesbaden 2003.
Mohr, J./ Nevin, J. R. (1990): Communication strategies in marketing channels: A theoretical perspective, in: Journal of Marketing, 1990, p. 36–51.
Murray, K. B. (1991): A test of services marketing theory — Consumer information acquisition activities, in: Journal of Marketing, 1991, p. 10–25.
Nayyar, P. R. (1990): Information asymmetries — A source of competitive advantage for diversified service firms, in: Strategic Management Journal, 1990, p. 513–519.
Schick, S. (2007): Interne Unternehmenskommunikation, Stuttgart 2007.
Smith, R./ Bush A. J. (2002): Using the incomplete information framework to develop service provider communication guidelines, in: The Journal of Services Marketing, 2002, p. 535–552.
Steffenhagen, H. (1994): Marketing, Stuttgart 1994.
van Riel, C.B.M. (1992): Principles of corporate communication, London 1992.
Williamson, O. E. (1975): Markets and hierarchies — Analysis and antitrust implications, New York/London, 1975.
Zeithaml, V. A. (1981): How consumer evaluation process differ between goods and services — marketing strategies and organization structures for service firms, in: Donnelly, J./ George, W. (Hrsg.), Marketing of Services, American Association, Chicago 1981.
Zeithaml, V. A. et al. (1985): Problems and strategies in services marketing; in Journal of Marketing, 1985, pp. 33–46.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2008 Betriebswirtschaftlicher Verlag Dr. Th. Gabler | GWV Fachverlage GmbH, Wiesbaden
About this chapter
Cite this chapter
Schneider, H., Coskun, B. (2008). Significance and Specifics of Communication in the Service Sector. In: Keuper, F., Hogenschurz, B. (eds) Sales & Service. Gabler. https://doi.org/10.1007/978-3-8349-9591-9_1
Download citation
DOI: https://doi.org/10.1007/978-3-8349-9591-9_1
Publisher Name: Gabler
Print ISBN: 978-3-8349-0286-3
Online ISBN: 978-3-8349-9591-9
eBook Packages: Business and Economics (German Language)