This volume includes the full proceedings from the 1988 International Conference on Services Marketing presented by the Academy of Marketing Science (AMS) and the Marketing Department of Cleveland State University in Cleveland, Ohio. It provides a variety of quality research in the field of Services Marketing and includes papers on various topics including travel and tourism, international services, industrial services and health care services. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Service marketing is a strategy for promoting and showcasing a company's intangible benefits and offerings in order to increase end-customer value. This can be for stand-alone service offerings or for services that are offered in conjunction with tangible products. Service marketing is a term that refers to the sale of non-physical, intangible goods. It's done for company-provided benefits that can't be seen, touched, or felt, for example. These are benefits that are primarily driven by people, processes, and that a customer cannot keep. Service marketing is used to drive business in industries such as hospitality, tourism, financial services, and professional services. Importance of Service Marketing Marketers promote a variety of entities, including goods, services, events, and people. Service marketing refers to the marketing of services. Services are intangible in nature and do not imply ownership of anything. Its creation could be linked to a physical product or not. External, internal, and interactive marketing excellence are all required for service marketing excellence. Pricing, distribution, and promotion of services to consumers are all covered by external marketing. Internal marketing entails educating and motivating employees to provide excellent customer service. The ability of the employees to serve the client is described by interactive marketing. Factors in Service Marketing The key factors which define marketing for services are: 1. Intangible Unlike physical products, which can be touched, felt, and seen, services are not tangible. This distinguishes services from products, necessitating a different marketing strategy. 2. No ownership Services can't be bought or sold; they can only be experienced. This is a broad term that refers to the customer experience. You can own a service in the form of evidence such as plans, bills, and invoices, but you can't own it like a product. 3. Inseparability The concept of moment of truth guides service marketing, which means that services are created and used at the same time. They can't be stored like products in an inventory because they're made and consumed simultaneously. 4. Variability Unlike standardised products, services vary in nature despite the same people, process, type of work, and so on. For the same service, different customers may have different experiences. e.g. a telecom customer might get different experience for the same plan. 5. Perishability Services, unlike products, cannot be stored and must be consumed immediately. But there's another way of looking at it. Many services or plans these days have an expiration date. They are not the same as best before dates on products, but they are more in terms of service validity. e.g. free warranty service after 2 years of purchase. 6. People involvement People who provide benefits and solutions to the needs of customers drive service marketing. Although many automated service solutions are being developed these days, people still play the most important role in service marketing. Taking care of the 7Ps is part of service marketing planning. Price, location, promotion, product, people, process, and physical evidence are all factors to consider.

This book would enable students, academics and practitioners to develop a thorough understanding on how to address service marketing issues and problems in a variety of settings in emerging economies. This book would also give them the background necessary to think through different elements of service marketing in emerging markets by comparing and contrasting with developed economies. This book will describe the component of service marketing, including service mix, service development, consumer behavior, customer assessment, service communication, role of electronic channel and channel management, service chain, pricing and similar topics. Chapters of the book will focus on creating, communicating and delivering customer value to emerging market consumers through several service marketing strategies, processes and programs in the context of markets dynamics, consumer diversity, and competitors. By way of illustrating various actual business situations, this book will help students, academics and practitioners to build necessary skills to take service marketing decisions in emerging economies. This book would be relevant for students of postgraduate programs of full time MBA, post graduate diploma in management, and executive post graduate programs and doctoral programs to develop a critical understanding of the business scenarios and service marketing strategies in emerging economies.

The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loy

This volume includes the full proceedings from the 1988 International Conference on Services Marketing presented by the Academy of Marketing Science (AMS) and the Marketing Department of Cleveland State University in Cleveland, Ohio. It provides a variety of quality research in the field of Services Marketing and includes papers on various topics including travel and tourism, international services, industrial services and health care services. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.