Role Of Service Marketing

Service marketing is a sub field of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast moving consumer goods (FMCG) and durables) and services marketing. Service marketing typically refers to both business to consumer (B2C) and business to business (B2B) services, and includes marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services. The range of approaches and expressions of a marketing idea developed with the hope that it be effective in conveying the ideas to the diverse population of people who receive it.

Review of first research paper

Topic: Editor’s

(1994) labelled the ‘Walking Erect’ stage. Services Marketing became recognised as sub-discipline of Marketing, and began to create its own ‘boundaries’. Included within the sub-discipline were themes such as ‘service encounters’, ‘service design’, ‘service quality’, ‘customer satisfaction’, ‘internal marketing’, and ‘relationship marketing’. Many important papers on these themes were published in this period.

3) 1996–2003: A Focus on Customer Experience and the Changing Roles of Customers and Consumers Perhaps the largest single factor affecting services marketing in this period was the access to, and use of ICT by consumers. Not only were self-service technologies becoming alternative service possibilities for customers across a range of different services, but both customers and consumers, through electronic and mobile access to more information and to peers, were creating new encounters and experiences. Many papers published in this period chronicled changing consumer experiences brought about by

It is the first of its kind gone for this specific diary. A paper base of 417 articles was dissected utilizing substance investigation with the go for giving a review of the commitments to the diary over the 11