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Cited by 788 publications
(465 citation statements)
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“…The previous section names several authors who list the roles which an employee plays as a living brand (Karmark, 2005), such as delivering the brand (Kunde, 2000), being brand champion (Ind, 2007) and brand ambassador (Gotsi & Wilson, 2001), co-creator of the brand (Schultz, 2005) and brand citizenship (Burmann & Zeplin, 2005). Gummesson (1987 cited in Burmann & Zeplin, 2005, p.282) also coins the term 'part-time marketers' for: those employees outside of marketing or sales [who] emphasize that they have a major indirect influence on the customer brand experience through their responsibility for the quality of the company's products and services and through their roles as internal supplier/service provider for those employees with customer contact.…”
Section: Employee Brand Support In Universitiesmentioning
confidence: 99%
“…The previous section names several authors who list the roles which an employee plays as a living brand (Karmark, 2005), such as delivering the brand (Kunde, 2000), being brand champion (Ind, 2007) and brand ambassador (Gotsi & Wilson, 2001), co-creator of the brand (Schultz, 2005) and brand citizenship (Burmann & Zeplin, 2005). Gummesson (1987 cited in Burmann & Zeplin, 2005, p.282) also coins the term 'part-time marketers' for: those employees outside of marketing or sales [who] emphasize that they have a major indirect influence on the customer brand experience through their responsibility for the quality of the company's products and services and through their roles as internal supplier/service provider for those employees with customer contact.…”
Section: Employee Brand Support In Universitiesmentioning
confidence: 99%
“…However, it was not until the late 1970s and the 1980s that the term "relationship marketing" emerged in the marketing literature. Simultaneously but independently, researchers in the United States (for example, Wilson, 1976;Jackson, 1985) and Europe (for example, Gummesson, 1987;Hakansson, 1982;Johanson and Mattsson, 1987) began to look beyond simple dyadic transactions and began to explore the notion of dyadic relationships (Healy, Hastings, Brown and Gardiner, 2001). The two major theoretical streams of relationship marketing were the Nordic school focusing on services marketing, and the Network Approach to industrial marketing developed by the international marketing and purchasing group (IMP) (Gummesson, Lehtinen and Gronroos, 1997).…”
mentioning
confidence: 99%
“…This intersection depends on the capability of mobility and accessibility that the resources have (both connected to the relocation), and it depends on the information and communication capability (connected to the knowledge and that nowadays are favoured by the coming of the Internet); on the fruition modality (connected to the quality and innovation of the allocation systems) (Mele, 2009;Carrubbo & Sarno, 2010); on the efficiency granted in terms of procedure, reliability, image, competence, adaptability. In this sense, taking back Gronroos'(1990) and Gummesson's (1987) definitions, it is possible to state that a service is a process which consists of a series of activities, of a more or less tangible nature, that normally, but not necessary, take place in the interaction between the customer and the employee and/or between physical resources or products and/or systems belonging to the service provider, that are provided as solutions to the customer's problems.…”
Section: Context Of the Service Researchmentioning
confidence: 98%