Services Marketing: Challenges and Strategies

Abstract

A service system is dynamic configuration of people technology organization and shared information that creates and delivers value between the provider and the customer through service. Service is any act or performance that one party offers to another that is essentially intangible and does not result in any ownership. Today almost every service organization is facing the marketing challenges in business environment due to the basic characteristics of services. This paper focuses on the concepts of services marketing in broad manner and identifies the major challenges of services marketing in today’s global market place.