Cyberservice: Taming Service Marketing Problems with the World Wide Web Harvard Case Solution & Analysis

Marketing, is generally considered more difficult, complicated and cumbersome because of the problems created by the unique characteristics of services. However, World Wide Web has changed dramatically this received wisdom forever. Cyberservice not only overcomes the limitations previously imagined marketing service, it also creates new opportunities. Web enables marketers to manage these characteristics - integrity, concurrency, diversity and damage - once seen as a serious obstacle to the marketing. Web sites can and should have a material dimension of services - if the quality, update frequency and speed of the server is in good condition. Web may even provide a "sample" of service. Service marketers can use the web-based management at a time by setting associated with the client as part of the employee's time, industrial services, and reduce customer errors. Cyberservice reverses the traditional hierarchy between products and services with three unique characteristics:. Possibility of quantization, search and automation "Hide
by Leyland Pitt, Pierre R. Burton, Richard T. Watson Source: Business Horizons 8 pages. Publication Date: January 15, 1999. Prod. #: BH035-PDF-ENG

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Cyberservice: Taming Service Marketing Problems with the World Wide Web

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