Priorities in services marketing

SIGLEAvailable from British Library Document Supply Centre- DSC:9349.712(MBS-WP--206) / BLDSC - British Library Document Supply CentreGBUnited Kingdo

Marketplace success factors for new financial service success

Examines the effects of service offered on the success of new customer financial services in the United Kingdom. Shows that previous research has concentrated on the new product process ignoring what are termed direct factors (characteristics that affect the interaction between the service offered and the consumer). Finds that a number of characteristics describing the service core and the augmented service offering are highly correlated with success