Successful businesses recognize that the development of strong customer relationships through quality service (and services) as well as implementing service str

European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. In

Services Marketing, 6/e, is written for students and businesspeople who recognise the vital role that services play in the economy and its future. The advanced

This book focuses on the development of customer relationships throught quality service. It puts the customer's experience of services at the centre of its appr