Strebkova L.N.Published in:
Russian Journal of Entrepreneurship
– Volume 18, Number 21 (November 2017)

JEL classification: L80, M31

Keywords: client loyalty, client satisfaction, client-orientation, management, service, service marketing, staff loyalty


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Abstract:

There are different models of service marketing and methods for managing their quality. Many authors consider the practical aspects of service activities. However, we should note that there is a gap between the theory and practice in service marketing and planning and organizing the service company. That’s why the development of a unified concept of service enterprise management, understandable both at the strategic level and at the level of its operational implementation, is relevant. As a basis for this approach, you can use the Service Marketing Triangle by F. Kotler, when you pay special attention to the formation of staff loyalty in order to increase its client orientation. In the end that should lead to the increase in client satisfaction and, consequently, the profit of a service organization.

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