True romance - delivering the brand promise

Roger Sant

In service industries, customer relationships are built on experiences – good and bad. If the experience doesn’t live up to the brand promise then the relationship will fail.

Corporate brands
Financial services (general)
Customer relationship management
Strategy

True Romance

Delivering the Brand Promise

Roger SantResearch International, United Kingdom.

DELIVERING THE BRAND PROMISE

The importance of the customer experience in service markets can be put into context by first considering another market – packaged...

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