A performance measurement framework for service-oriented marketing

Abstract

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.

Keywords:

• service-oriented marketing
• performance measurement
• marketing strategy

Acknowledgments

The authors would like to thank anonymous reviewers for their invaluable suggestions that helped highlight the best in this paper. This research received fundamental research grants under the contract number NSC100-2918-I-036-001 of Ministry of Science and Technology, Taiwan, R.O.C. and B99-N06-068 of Tatung University, Taiwan, R.O.C.

Disclosure statement

No potential conflict of interest was reported by the authors.