Services, whether online or offline, are important in modern
economics in which the understanding is that ‘we are all in
services’. Service Marketing, a subset of the field of marketing,
has evolved and developed a range of theories and models all
focused on providing superior services offerings to today’s market
and it’s growing expectations of service delivery. New research
provides additional contemporary insights into this dynamic and
developing area. This text seeks to address the current research
and its managerial implications, specifically by including new case
studies and integrating new research results and new perspectives
on the various aspects of services.
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