Abstract
The aim of the study is to address challenges measuring service quality within a Scottish B2B niche market where the organisation has an array of services that are strategically similar but inherently different.
Design / Methodology / Approach This study is a case study approach that combines both academic theoretical perspective and industry experience, via action research, to develop a theoretical concept relating to a B2B niche market.
Findings The study proposes a theoretical approach to measuring and managing customer service within a Scottish B2B niche market for Waste Management Services (WMS) and Training and Vocational Qualifications (TVQ). The study also addresses challenges measuring service quality for organisations offering services that are strategically similar but inherently different.
Originality The proposed model will add to theoretical literature relating to B2B service quality measurement and management. The approach to research will add to research method literature relating to the challenges of academic perspective and industry perspective approaches to research.
Design / Methodology / Approach This study is a case study approach that combines both academic theoretical perspective and industry experience, via action research, to develop a theoretical concept relating to a B2B niche market.
Findings The study proposes a theoretical approach to measuring and managing customer service within a Scottish B2B niche market for Waste Management Services (WMS) and Training and Vocational Qualifications (TVQ). The study also addresses challenges measuring service quality for organisations offering services that are strategically similar but inherently different.
Originality The proposed model will add to theoretical literature relating to B2B service quality measurement and management. The approach to research will add to research method literature relating to the challenges of academic perspective and industry perspective approaches to research.
| Original language | English |
|---|---|
| Pages | 1-9 |
| Number of pages | 9 |
| Publication status | Published - 31 Aug 2022 |
| Event | British Academy of Management Conference 2022 - Alliance Manchester Business School, University of Manchester, Manchester, United Kingdom Duration: 31 Aug 2022 → 2 Sept 2022 https://www.bam.ac.uk/events-landing/conference.html (Conference website.) |
Conference
| Conference | British Academy of Management Conference 2022 |
|---|---|
| Abbreviated title | BAM 2022 |
| Country/Territory | United Kingdom |
| City | Manchester |
| Period | 31/08/22 → 2/09/22 |
| Internet address |
|
Keywords
- service marketing
- relationship marketing
- service quality
- marketing in practice