An Overview of Service Marketing
Journal Title: International Journal of Interdisciplinary and Multidisciplinary Studies (IJIMS) - Year 2017, Vol 4, Issue 2
Abstract
Marketing literature has expanded in its horizon overtime. Services have become a fundamental part of the literature. The inherent differences between goods and services led to development of services as a separate field of study. Marketing in case of services revolves around consumers as they are important part of service exchange. However, due to its complex nature, conceptual clarity about marketing in services is still lacking. This paper is an attempt to remove conceptual ambiguity about services marketing. The paper discusses the evolution of service marketing literature, characteristics of services and marketing mix for services. The paper concludes with some suggestions for service marketers.
Authors and Affiliations
Anuradha Malik, Ashish Malik
Keywords
Related Articles
- EP ID EP31075
- DOI -
- Views 329
- Downloads 0
Stress as a Predictor of Psychological wellness in Old age: an Indian Perspective
Old age is considered to be the phase of degenerative changes taking place in an individual’s life span. It is one of the different phases of life which is characterized by physical as well as psychological decline. Old...
Role of GST in inventory management
GST seeks to unify the entire country into a single market with only one value- added tax levy on all the goods and services across states at the point of consumption, subsuming up to 16 different taxes and levies that...
Customer’s Satisfaction For ATM Services In Bihar, India
This paper attempts to find out the satisfaction level of customers in ATM services in Bihar. For this purpose primary data was collected from 100 respondents of different bank ATM users of Bihar. Data was tested for no...
Effects of Functional Physical Therapy on Motor Abilities of Children with Spastic Cerebral Palsy
The motive of the current study was to discern whether the motor abilities of children with spastic cerebral palsy who acquired injuries and strokes during peri-natal period of birth and post-natal (up to 3 months after...
Financial Literacy Level of Expatriates in United Arab Emirates and Its Effect on Investment Decision
This study measures the level of financial literacy and evaluates the impact ofdemographic characteristics on financial literacy among the expatriates in the UAE. The financial literacy level is found to be affected by...