Relationship Marketing in International Services: State of the Art
A basic premise of service marketing as a discipline highlights is differences from product marketing. Parallel to the increasing importance and dominance of services, marketing academics began to realize and outline these differences (Bateson 1977; Berry 1980; Lovelock 1981; Rathmell 1966; 1974; Shostack 1977; Zeithaml 1981). Despite the widespread agreement across academia and practice that services differ substantially from goods, a clear cut and generally accepted definition of service remains lacking. Different scholars provide varying definitions that differ considerably in their length, focus, and scope. According to an early definition, services are acts, deeds, performances, or efforts, unlike products, which are articles, devices, materials, objects, and things (Berry 1980; Rathmell 1966).
KeywordsService Provider Relationship Quality Marketing Research Service Market Service Characteristic
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