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Christopher Lovelock

In: Handbook of Services Marketing & Management

Chapter 26: Functional Integration in Services: Understanding the Links between Marketing, Operations, and Human Resources

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Functional Integration in Services: Understanding the Links between Marketing, Operations, and Human Resources
Functional integration in services: Understanding the links between marketing, operations, and human resources
ChristopherLovelock

What are the keys to success in service businesses, especially for those operating in highly competitive environments? A number of themes run through service management, including the following:

  • the notion of service as time-bound—often with real-time performance—comprising both a core product and an array of supplementary services, many of which are delivered to the customer by service personnel;
  • the importance of understanding, coordinating, and managing the often complex operational processes that underlie creation and delivery of different types of services;
  • the need to ensure that customers understand the roles that they must play in participating in these service processes (roles ...

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