EVALUATING AND CONTROLLING MARKETING PERFORMANCE IN SERVICES
This research explores the evaluation and control of marketing performance in service industries. Marketing control is the process of analyzing marketing results and correcting decisions that are presently affecting the organization. Techniques of Marketing Control
Marketing performance may be evaluated within the contexts of internal marketing operations, customer satisfaction, or societal satisfaction. Corrective actions in marketing performance control may address either technical problems or human resource problems. Factors involved in the control of the performance of internal marketing operations include sales volume, market share, growth rate, and advertising recall rates. The control of marketing performance in the customer service area involves perceptions of product or service quality, repurchase rate, brand loyalty, and organizational image. Product quality standards, product safety standards, and advertising truthfulness are involved in the control of marketing performance in the area of societal satisfaction. In the control of marketing performance in services, the organizational socialization of customers is of especial relevance. British Columbia Cellular Telephone Services mounted a major marketing effort to socialize the entire family as a cellular customer. Another factor of particular importance in the control of marketing performance in services in the 1990s is the building of brand awareness. Brand promotion is relevant in the control of marketing performance in all service industries. As is true in the control of marketing performance with respect to goods, quality is also important in the marketing of services. The control of quality in services is especially dependent upon the interaction between customers and employees. Few service companies have a formal quality control program--TQM or other strategy. While only 10 perce...