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  • Разработка коммуникационной стратегии для продвижения услуг на основе анализа критических инцидентов

Article

Разработка коммуникационной стратегии для продвижения услуг на основе анализа критических инцидентов

Маркетинговые коммуникации. 2015. Т. 90. № 6. С. 342-350.
Новаторов Э. В.

The article discusses the possibility to apply the technique of critical incident analysis to develop a communication strategy to promote services. For the empirical analysis the author has selected 276 incidents related with the perception of service quality. The study showed that most of them are negative and which are relevant to such elements marketing mix, how people, processes, and physical environment. These incidents assessed on the basis of a technique proposed by the author.