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Managing the Evidence in SERVICE BUSINESSES
Author(s) -
Berry Leonard L.,
Seiders Kathleen
Publication year - 1992
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1992.tb00594.x
Subject(s) - business , marketing , service (business) , services marketing , public relations , process management , political science
DESIGN IS CRUCIAL in the marketing of services. Leonard Berry and Kathleen Seiders enumerate the designed elements that make services tangible and explain how they can be exploited to shape first impressions, manage trust, change images, provide sensory stimulation, and share an organization's culture with employees and customers.