Service Marketing - an introduction

Service Marketing - an introduction

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A service has been described as a deed, act or performance. The literature suggests that differences between goods and services exist, resulting in four basic characteristics of services: intangibility, inseparability of production and consumption, heterogeneity, and perishability. Zeithaml and Bitner claim that intangibility is the key determinant of whether an offering is a service or product. These service characteristics have created problems and challenges for managers of services. A recurring theme in service companies is the difficulty managers experience in translating their understanding of customersa€™ expectations into service that employees can understand and execute. This proposition will be discussed in the following.A service has been described as a deed, act or performance.

Title:Service Marketing - an introduction
Author: Daniel Hischer
Publisher:GRIN Verlag - 2008-06-18

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