Services Industry & Quality Control

Examines principles of quality improvement & successful examples (Bank of American, Federal Express, IBM).

This research addresses the issues that cause the marketing of services to differ from the marketing of goods. Of specific interest in this review is the application of marketing in the financial services industry.
The essential element of the marketing of services is the development of product quality that provides value for the customer. Thus, the first issue addressed in this report is the development of a quality awareness program for a services firms. This discussion is followed by a review of the successful creation of such program by other services marketers. Lastly, a recommended approach to this effort for a financial services firm is…