The Changing Face of Services Marketing
Marketing of Services has emerged as an important sub discipline of marketing in its own right. It has evolved phenomenally to emerge as a major field of study with far reaching implications in todays increasingly service driven economies. It is then, only natural, to wonder what is the future course that this field of study is most likely to take.
At first glance, one can see that there are as yet many opportunities available for Services Marketing to evolve and gain in relevance as the role of the service economy continues to expand. A large chunk of Third World economies are now beginning to move into the service domain. The role and share of the service sector in these economies is growing with an increased monetization of services
However, there are several challenges also. There has been a change in the basic nature of services. Services, today, can no longer be described according to the parameters of - intangibility, heterogeneity, inseparability and perishability. These changes are detailed below:
Thus the definition of services is not as clear cut as it was once assumed to be. Consequently this is one of the major challenges lying ahead for the field of Services Marketing.
- Moment of Truth in Services Marketing
- Customers Expectations and Delight
- Maintaining Service Quality
- Service Industry at Cross Roads
- Leadership in Service Industry
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