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Article
Publication date: 1 February 1988

Richard T. Garfein

Customer service is on many people's minds these days. There is more than just a growing sense that service in America leaves much to be desired and, in fact, has gotten worse…

381

Abstract

Customer service is on many people's minds these days. There is more than just a growing sense that service in America leaves much to be desired and, in fact, has gotten worse over the past several years.

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Journal of Services Marketing, vol. 2 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 March 1989

Richard T. Garfein

Examines the issue of prestige, noting that it is a difficult issueto research. Explains that an understanding of the characteristics anddynamics of prestige is useful for…

820

Abstract

Examines the issue of prestige, noting that it is a difficult issue to research. Explains that an understanding of the characteristics and dynamics of prestige is useful for marketers. Illustrates the subject with the case of American Express, examining how the prestige of a product or service is viewed across all cultures and how this knowledge is used by American Express in worldwide marketing. Concludes that while the need for prestige by humans is universal, the manifestation and satisfaction of this need varies according to the culture, therefore multinational marketing success depends on recognition of this fact and appropriate advertising.

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Journal of Services Marketing, vol. 3 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 February 1987

Richard T. Garfein

A recent cover story in Time Magazine dealing with the subject of service in America made the following comments: Personal service has become a maddeningly rare commodity in the…

403

Abstract

A recent cover story in Time Magazine dealing with the subject of service in America made the following comments: Personal service has become a maddeningly rare commodity in the American marketplace. Flight attendants, salesclerks and bank tellers all seem to have become too scarce and too busy to give consumers much attention. Many other service workers are underpaid, untrained and unmotivated for their jobs, to the chagrin of customers who look to them for help... Economic upheaval is to blame. First came the great inflation of the 1970’s, which forced businesses to slash service to keep prices from skyrocketing. Then came deregulation, which fostered more price wars and further cutbacks. Meanwhile, service workers became increasingly difficult to hire because of labor shortages in many areas. At the same time, managers found that they could cut costs by replacing human workers with computers and self‐service schemes. It all makes perfect bookkeeping sense for businesses, but the trend has left consumers without enough human faces to turn to for guidance in spending their billions of dollars on services.

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Journal of Services Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 February 1989

P. Linda Pacheco

Addresses recent industrial and services market research literaturethat points out the need for improving product quality and customerservice in response to stiffer competition…

401

Abstract

Addresses recent industrial and services market research literature that points out the need for improving product quality and customer service in response to stiffer competition. Offers a quantitative approach for measuring current levels of satisfaction with one′s product or service relative to the competition. Provides some basic marketing research tools for identifying the components of customer satisfaction and measuring the relative importance of each in managers′ overall evaluations of the company and its products.

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Journal of Business & Industrial Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 5 April 2022

Balgopal Singh

This research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.

1862

Abstract

Purpose

This research article aims to understand the role of brand image, service quality and price (charge) in revitalising functional mass brands into prestigious mass brands.

Design/methodology/approach

The empirical research framework was developed by synthesising the past literature on masstige marketing and brand extension. Data was collected using a survey questionnaire from 396 respondents availing M-Wallet. Structural equation modelling was used to validate the brand revitalization attributes; further, the binary logistic regression model examined the effect of revitalization attributes on the chance of increasing customer's perception of masstige.

Findings

The exploratory study suggested brand image, service quality and value for money pricing as essential attributes to revitalize mass brands into masstige brands; furthermore, path analysis validated the positive effects of these attributes on the perception of masstige. The proposed binary logistic regression model suggested brand image as sensitive attributes, increasing the odds ratio by 9.39 times in favour of perceiving brand as masstige followed by the perceived service quality that is 5.87 times. The prediction capability of the proposed binary logistic regression model is found to be 96%.

Practical implications

The methodology of this study provides the basis for future researchers to advance research on masstige. This study will assist the marketers of mass brands to make better marketing decisions related to how masstige image can be sustained or a new or less known brand can be revitalized into a prestigious brand.

Originality/value

This study is the first to provide empirical evidence of how the mass brand can be revitalised as masstige brands by considering image, quality and price attributes.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 3
Type: Research Article
ISSN: 1355-5855

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