Services, whether online or offline, are important in modern economies in which the understanding is that we ‘are all in services’. Services Marketing, a subset of the field of Marketing, has evolved and developed a range of theories and models, all focused on providing superior service offerings to today’s market and the growing expectations of service delivery. New research provides additional contemporary insights into this dynamic and developing area. This text seeks to address the current research and its managerial implications in both online and offline services. It includes new case studies, integrating new research and new perspectives on the various aspects of services.

The book covers important topics in providing services, including: 

• Technology and its role in service marketing
• Customer expectations and perceptions
• Creating customer value
• Services architecture
• Pricing decision-making
• Demand management
• Building customer relationships and loyalty
• Integrated service marketing communication
• Service recovery strategies.

• Chapter 1 Introduction to Services Marketing

• Chapter 2 The Management of Service Quality

• Chapter 3 Customer Decision Making 

• Chapter 4 Understanding Customers

• Chapter 5 Service Development and Design

• Chapter 6 The Pricing of Services

• Chapter 7 The Service Delivery Process

• Chapter 8 Managing Employees' Role in Service Delivery 

• Chapter 9 Managing Customers' Roles in Service Delivery

• Chapter 10 The Role of the Physical Environment in Service Delivery 

• Chapter 11 Integrated Services Marketing Communications

• Chapter 12 Managing Demand and Capacity

• Chapter 13 Building Customer Relationships and Loyalty 

• Chapter 14 Service Recovery

• New Service delivery through robots/AI/machine learning

This book is targeted at both students and practitioners interested in developing insights into Services Marketing and related issues.