About this document
Understanding Services Marketing Dynamics by Saumyajeet Ron Carison is a document available to read on EtoBox.
The document discusses the importance of services marketing in modern economies, highlighting the distinct characteristics of services compared to goods, such as intangibility, heterogeneity, inseparability, and perishability. It also introduces the Gaps Model of Service Quality, which identifies discrepancies between customer expectations and perceptions, as well as various provider gaps that can affect service delivery. The document emphasizes the need for a customer-driven approach in service design and
- Author
- Saumyajeet Ron Carison
- Language
- EN