Description

The introduction explains that services have become the dominant part of modern economies and are a major source of competitive advantage for organizations. Unlike physical goods, services are intangible, are often produced and consumed simultaneously, and rely heavily on interactions between customers, employees, and technology. The authors emphasize that successful service organizations must understand customer expectations, deliver consistent service quality, and build long-term customer relationships. The book introduces service marketing as an integrated discipline that combines marketing, operations, human resource management, and information technology. It aims to provide students and managers with practical frameworks and real-world examples to help them design, market, and manage services effectively in a rapidly changing, technology-driven environment