Implementing and Adapting Services Marketing to the Companys Structure, Systems and Culture

Services marketing, by definition, focuses on the external stakeholders, and principally on the customers. By managing the interactions and relationships with the customers, value is created. Successful value-oriented services marketing is determined by strong interdependencies between all stakeholders within the service firm. In order to be able to produce value, it is not enough that a marketing manager takes some decisions. The employees and above all the customer contact employees play an important role in service delivery. However, a service employee is not an isolated individual, focused only on individual interactions and relationships with the customer. In most service industries, service employees behaviour is even more influenced by internal factors, e.g. the colleagues and supervisors behaviours, as well as the systems and the culture of the firm. All these are factors of services marketing implementation which support the realisation of the services marketing concept in the firm.