Services Marketing: Empirical Issues, places marketing issues
within a broader general management context. The present book
includes in its wide spectrum all the five issues on services
marketing: the influence of marketing orientation on firms'
marketing competency; use of social, structural and financial
relationship marketing programs in building customer-salesperson
and customer-firm relationships; and the importance of service
quality in bank selection for mortgage loans. Examining the
response of female fashion shoppers towards the mall atmosphere;
and the effects social cues in the store environment on store image
are also presented in this book whom act as empirical issues of
highlights by marketers and managers. The chapters presented lay
out the building blocks for studying services and understanding how
consumers behave in a services context. Hence, this book grants
substantial deliberation on information concerning to services
marketing issues in Malaysia. This book may be used for support
material for courses in either services marketing or service
management.
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