|•||Get a proper understanding of services marketing management in a national and international context;|
|•||Be able to manage a market-oriented service organization; and|
|•||Be able to deliver excellent service quality – leading to long-term relationships with customers and employees.|
Textbooks encompassing a broad overview of existing literature are not yet present, at least not at a level that can be used by advanced undergraduate and graduate students. They are the primary target audience of this book. Consequently, the reader should be familiar with the basic knowledge of marketing and management.
This book provides an overview of the existing literature on services marketing management and it encompasses the latest developments in this field from Europe, Northern America and Australasia. It is based on our own view about the essence of marketing. For, in our opinion, the essence of marketing lies in concepts like market orientation, long-term relationships, quality and – ultimately – satisfaction.
The people employed at service organizations operating in dynamic national or international environments, have to implement these concepts and deal with the clients in the service encounters. Future employees of service organizations will be the students now studying this text. In this way, we hope to contribute to their effective and efficient performance in a market driven service organization.
We therefore shall attempt to provide students and practitioners with an overview of all the issues relevant to formulating and implementing marketing strategy in and by service organizations. Theory and practical applications will be given simultaneously.