[Services Marketing]

By

Acknowledgement

I would take this opening to express gratitude my study supervisor, family and associates for their support and guidance without which this study would not have been possible.

DECLARATION

I, RAJA SULTAN NAWAZ, declare that the contents of this dissertation/thesis comprise my own unaided work, and that the dissertation/thesis has not before been submitted for learned written test in the direction of any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

Abstract

In this study we try to explore the concept of “services marketing” in a holistic context. The main focus of the research is on “services marketing” and its relation with “service industry”. The research also analyzes many aspects of “services marketing” and tries to gauge its effect on “service industry”. Finally the research describes various factors which are responsible for “services marketing” and tries to describe the overall effect of “services marketing” on “service industry”.

Table of Contents

CHAPTER 1: INTRODUCTION7

Purpose of the Study8

Recipient for the Research9

Brand Name10

Background of the study10

Problem Statement11

Research Aims and Objectives11

Significance of the Study11

CHAPTER 2: LITERATURE REVIEW13

Emerging 21st-Century Challenges14

2.1 Review of Theory15

2.1.1 Service Marketing15

2.1.1.1 Definition of Services18

2.1.1.2 Characteristics of Services20

2.1.1.3 Differences of Goods and Services22

2.1.2 Definition and Objectives of Bank23

2.1.3 Definition and purpose of Relational Marketing25

2.1.4 Economic Content, Resource Content and Social Content27

2.1.4.1 Economic Content29

2.1.4.2 Resource Content32

2.1.4.3 Social Content35

2.1.5 Economic Model Development, Resource and Social Contents of Relationship37

2.1.6 Commitment40

2.1.7 Trust43

2.1.8 Customer Satisfaction47

2.1.9 Intention Relationship55

2.2 Previous Research57

2.2.1 Morgan and Hunt (1994).57

2.2.2 Hennig-Thurau et al. (2002)59

2.2.3 Lacey (2003).61

2.2.4 Kumar et al. (2003)63

2.2.8 Boonajsevee (2005)68

CHAPTER 3: METHODOLOGY72

Data assemblage, revising and Coding72

The study New and Relevant73

Research Design74

Literature selection criteria74

Keywords used74

CHAPTER 4: DISCUSSION AND ANALYSIS74

CHAPTER 5: CONCLUSION81

REFERENCES82

APPENDIX101

CHAPTER 1: INTRODUCTION

The service marketing deals with the marketing of services to businesses and consumers. It differs in many ways, from consumer goods marketing and therefore requires other marketing concepts, since services are distinguished by several features that distinguish them significantly in kind. For example, requires the creation of a service is the inclusion of the services of certain customers or products or information available to the customer. This has special features for the process resulting policy, personnel policy and the politics of equipment service companies. All this will be the subject of the lecture.

In the computer-based simulation links, groups of students from a marketing team of fictitious services company in the competition. At the beginning of the simulation, the teams must create a strategic plan for their company. Through him, the goals and strategic direction of the company are formulated. Every week will have to be taken about including price and product design. The business game simulates the complexity of the service marketing. Links are not only at top universities around the world, but also successful in large Fortune 500 companies as a training tool used in management seminars. Links to the preparation to take place in the first weeks following the lecture an event, then the teams meet independently to the weekly meeting.

Purpose of the Study

The reason of the present item is to discuss solutions to customer ...