Essay from the year 2002 in the subject Business economics - Offline Marketing and Online Marketing, grade: A-, University of Otago (Marketing department), course: Service Marketing, language: English, abstract: Companies today are faced with a highly competitive environment. For this reason it has become a challenge to differentiate a company′s product from that of competitors, to maintain and/or expand the customer base, increase outcomes, and ultimately to enhance firm performance. Creating a product (good or service) that is unique in the eyes of the customer is becoming increasingly difficult. In order to achieve this goal, the company has to develop a good strategy. Reducing costs, and offering lower rates, or other pricing options may be only a partial answer. Meeting customer expectations for quality of service will also be an important key factor to maintain customer loyalty or to lure in new customers.[...]
