Description

The introduction explains that services have become a central part of modern economies and that successful organizations must understand how to design, manage, and improve service experiences. It highlights that managing services differs from managing physical products because services are often intangible, produced and consumed together, and strongly influenced by customer involvement. The authors introduce the importance of service strategy, process design, customer relationships, and the role of technology in improving efficiency and creating value. The book aims to help students and managers understand how service organizations can use operational decisions and technological innovations to deliver better experiences and maintain competitive advantage in a rapidly changing marketplace.