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Marketing and Relationship Management

In: Strategic Management of Professional Service Firms

Author

Listed:
  • Stephan Kaiser

    (Universität der Bundeswehr München, Wirtschafts- und Organisationswissenschaften)

  • Max Josef Ringlstetter

    (Katholische Universität Eichstätt-Ingolstadt, Lehrstuhl für ABWL, Organisation und Personal)

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.

Suggested Citation

  • Stephan Kaiser & Max Josef Ringlstetter, 2011. "Marketing and Relationship Management," Springer Books, in: Strategic Management of Professional Service Firms, chapter 0, pages 75-86, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-16063-9_6
    DOI: 10.1007/978-3-642-16063-9_6
    as

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