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Roland T. Rust & Richard W. Oliver

In: New Service Development: Creating Memorable Experiences

Chapter 3: The Real-Time Service Product: Conquering Customer Time and Space

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The Real-Time Service Product: Conquering Customer Time and Space
The real-time service product: Conquering customer time and space
Roland T.Rust, Richard W.Oliver

Service professionals traditionally think about a new service product as something that a centralized marketing department creates for its customers on the basis of understanding a new customer need. The success of the new service product depends, therefore, on the accuracy of understanding customer needs, the ability to create or customize the service to meet specific needs of customers, and the competitive speed at which the service is delivered. In most service categories, the traditional approach may take many weeks, months, or years. This traditional approach often is too slow and unresponsive to meet the rapidly changing needs of customers in today's technological environment and ...

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