Design and Management of Clients Services
Author: Assoc. Prof. Penka Goranova, PhD (D.Tsenov Academy of Economics - Svishtov)
Keywords: Design, management, services, clients, marketing, programs.
In the globalization process can be seen permanent increasing of the role of the services' sphere and emerging of new, specific in their essence ones. The services have four main features, which have impact on the design of the marketing programs: i.e. ambiguity, indivisibility, dependency and changeability. The practice shows that a part of the products and services are selling well, nevertheless they are a subject of significant number of complains, but strongly attract clients, another part of them receive less complains, they are not selling at all, and do not have potential clients. That requires concentration of the marketing actions on the company's staff, aiming to influence their market orientation development.