Resumen de A performance measurement framework for service-oriented marketing
Georg Hauer, Julia Kroll, David C. Yen, Patrick S. Chen, Shu-Chiung Lin
This paper addresses the issues of measuring performance of service-oriented marketing. A measurement framework is provided and its application in a service-oriented company is illustrated. The result reveals that a holistic view for assessing service-oriented marketing is adequate, which includes at least finance, stakeholder, communication and process, and learning and growth constructs. The system provides real-time message to top management to observe marketing programmes, and it is useful in uncovering service trends. The framework can serve as early warning system since it contains outcome measures and performance drivers. The framework can be generalised for other service-oriented companies, especially customer-to-customer businesses.
