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The Moment of Truth: A Key to Successful Services Marketing

This paper highlights the importance of the moment of truth in services marketing. The moment of truth is argued to be a notion that bridges the concept of the service encounter with the concept of the expected and experienced quality. This paper is outlined as follows: First, the service encounter...

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Main Author: Hultman, Jens
Format: Article
Language:English
Published: INTI Publishing House Sdn Bhd 2005
Subjects:
HD Industries. Land use. Labor
Online Access:http://eprints.intimal.edu.my/292/1/2005_2.pdf
http://eprints.intimal.edu.my/292/
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id my-inti-eprints.292
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spelling my-inti-eprints.2922018-11-23T07:12:59Z http://eprints.intimal.edu.my/292/ The Moment of Truth: A Key to Successful Services Marketing Hultman, Jens HD Industries. Land use. Labor This paper highlights the importance of the moment of truth in services marketing. The moment of truth is argued to be a notion that bridges the concept of the service encounter with the concept of the expected and experienced quality. This paper is outlined as follows: First, the service encounter is framed and the paper then addresses the concepts of service quality and expectations. When addressing expectations, specific attention is given to the zone of tolerance, a concept outlining the boundaries within which the expectations are seen as either met or not met. Second, implications for managers in service markets regarding the moment of truth arc outlined. The paper concludes by raising current issues such as outsourcing, quality control and over performance in service production. INTI Publishing House Sdn Bhd 2005 Article PeerReviewed text en http://eprints.intimal.edu.my/292/1/2005_2.pdf Hultman, Jens (2005) The Moment of Truth: A Key to Successful Services Marketing. INTI Journal, 1 (5). pp. 363-370. ISSN 1675-0284
institution INTI International University
building INTI Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider INTI International University
content_source INTI Institutional Repository
url_provider http://eprints.intimal.edu.my
language English
topic HD Industries. Land use. Labor
spellingShingle HD Industries. Land use. Labor
Hultman, Jens
The Moment of Truth: A Key to Successful Services Marketing
description This paper highlights the importance of the moment of truth in services marketing. The moment of truth is argued to be a notion that bridges the concept of the service encounter with the concept of the expected and experienced quality. This paper is outlined as follows: First, the service encounter is framed and the paper then addresses the concepts of service quality and expectations. When addressing expectations, specific attention is given to the zone of tolerance, a concept outlining the boundaries within which the expectations are seen as either met or not met. Second, implications for managers in service markets regarding the moment of truth arc outlined. The paper concludes by raising current issues such as outsourcing, quality control and over performance in service production.
format Article
author Hultman, Jens
author_facet Hultman, Jens
author_sort Hultman, Jens
title The Moment of Truth: A Key to Successful Services Marketing
title_short The Moment of Truth: A Key to Successful Services Marketing
title_full The Moment of Truth: A Key to Successful Services Marketing
title_fullStr The Moment of Truth: A Key to Successful Services Marketing
title_full_unstemmed The Moment of Truth: A Key to Successful Services Marketing
title_sort moment of truth: a key to successful services marketing
publisher INTI Publishing House Sdn Bhd
publishDate 2005
url http://eprints.intimal.edu.my/292/1/2005_2.pdf
http://eprints.intimal.edu.my/292/
_version_ 1644541169638572032
score 13.211869

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