MARKETING OF SERVICES

Intangibility is a major issue in the marketing of services with several ramifications. Customers have to buy such services based on mutual trust and confidence they repose with the seller. Hence sellers deal with several challenges throughout the life cycle of a Service. These challenges become even more consuming for the sell given the kind of cut-throat competition prevailing in the current market scenario. To add to this the intervention of the technology particularly the application of Internet has been so entwined with the manufacturing delivery and consumption of services that it had added altogether different dimensions to the existing challenges for sellers. Variation in the quality of services may occur for many reasons; of which the predominant one could be attributed to the conduct of people employed in the creation of services and then the customers themselves. So standardization quality and branding of services is more often associated with the management of employees and management of customer’s perceptions of services. One could easily imagine the complexity and distinctiveness involved in the understanding of the subject ‘Marketing of Services’. This book not only deals with the attributes of Services in general but also dwells into scope and proportions of the uniqueness of services and its implications for the sellers. The authors also aim to discuss the management of people as well as quality and standardization aspects of services from the strategic perspective towards the later part of the book. The authors hope that the practitioners and the academicians would be able to relish the lucid and the pinpoint outlook of this work on ‘Marketing of Services’ alike.