Customer Center-oriented Services Marketing Management

This paper identifies the intangibility and the continuance as the basic properties of service, which leads to a customer orientation in the services marketing. The traditional economic concept of"customer" is not sufficient to interpret customer behavior in the modern and post-modern context. Meanwhile, the extended sociological"customer" concept calls for a supplemented paradigm of 7Ps and a shift from Ps to Rs principle, where focused-relationship management forms the core of services marketing. Accordingly this study exams the dynamic adoption of general marketing devices including strategic services typology, integrated marketing communications, and cooperation patterns of individually functional departments within a service organization. This paper also addresses the technological intermediation: leveraging IT has the potential to reconfigure all of these approaches.