George Long

Relationship marketing and privacy: exploring the thresholds

The advocacy to extend relationship marketing into the management of the exchange processes within retailing and consumer service markets has meant a growing interest in the opportunities which are offered by technology‐based systems of customer management. A prerequisite for the successful translation of the relationship marketing paradigm from organizational to retailing and consumer service markets is customer information. As the technology for collecting customer data has become more sophisticated, so marketing managers have witnessed an increasing concern among consumers about the impact of these new marketing management techniques on their private rights. Discusses different aspects of information privacy and reports an exploratory study of consumers’ different privacy thresholds. The results indicate different levels of involvement towards privacy issues, and different perceptions of the trustworthiness of service sector companies, among consumers. The implications for relationship marketing strategies are discussed.

Marketing skills: Critical issues in marketing education and training

A central issue marketing educators and trainers need to address concerns the appropriateness of their courses and whether they develop the skills that prospective employers value. This paper reports on an attempt to document those skills and to examine the extent to which they are unique to the field of marketing. Four strands of research are reported on: a literature search based on the Social Science Citation Index; a review of advertisements for marketing personnel; a content analysis of a publication containing commentaries from graduates on their experiences in marketing posts; and a survey of employers. In carrying out this research, it became clear that there was a dearth of well articulated and considered thought on the issue of marketing skills. Behind a rhetoric that depicts employers as knowing and discriminating, the emergent reality was of a group which had no clear idea of the particular skills which they needed in marketing personnel. Perhaps even more worrying is the extent to which emplo...

“Tribal warfare” and gaps affecting internal service quality

Analogies between internal and external service quality suggest that internal quality can be assessed without too much regard to differences between organizational customers and fee‐paying customers. Research into organizational networks, however, indicates the importance of environmental and atmospheric factors in exchange activities. In this paper we explore the gaps in service quality arising from the conflict between departmental and organizational loyalties. Using methods derived from the external model of service quality put forward by Parasuraman, Zeithaml and Berry, we consider the value of internal research into service quality and suggest that organizational power struggles and lack of communication lead to misunderstandings about the priorities and resources available for internal service exchanges. The greater empathy generated among the participating departments suggests that improvement can occur when there is closer interaction between “warring” but nevertheless dependent departments. Balanced against this is an overarching need for organizational goals to take precedence and for limited resources to be allocated according to the ultimate needs of the external customer.