Marketing outsourcing in tertiary sector Case of personal care services in Quebec

Abstract

The personal care sector is booming with the launch of new services in the field of aesthetics, massage therapy or even hairdressing... However, the launch of these new services and the implementation of sales campaigns are known to be complex operations and require a certain specialization. Hence the importance for these companies to outsource their marketing. However, how will marketing outsourcing impact personal care business customer service?

To answer this question, two studies were undertaken: a qualitative and a qualitative study. According to the results obtained, marketing outsourcing is a very effective tool to boost the marketing of personal care companies. However, there are other factors involved in the performance of the customer service of personal care companies such as staff, hygiene, value for money and the environment of service delivery.