Contents 1.Definition of services 2.Characteristics of services 3.Challenges of services 4.Understanding how a service is different 5.Growing Importance of Services sector in India 6.Service Marketing Management Process 7.Consumer Behavior in services & Measuring Service Quality 8.Defining and measuring Service Quality & Customer Satisfaction 9.SERVIQUAL GAP-MODEL 10.Service Recovery Every day we interact with various economic activities like – getting courier delivered at the requested address, making phone call to friend, relative, or client, having coffee at coffee shop, or taking metro to commute office. Such activities are called services because they involve deed or act and offered by one party to another for sale. Services differ from goods in many ways. The way a product is produced, distributed, marketed, and consumed is not the way a service is. Hence, a different marketing approach is necessary for the marketing o
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