Services marketing

Organisations today are faced with increasing challenges to provide more value for their discerning customers. Consequently, these organisations have recognised the importance of providing services to their customers while starting to differentiate their offers from those of their competitors.

However, while offering additional services to appease customers might sound like an easy solution, the challenges that organisations face to deliver these services and communicate the value of these services are quite considerable. In addition, owing to certain unique characteristics of services, many service delivery organisations cite calculating return on investment or pricing profitably as stumbling blocks. Thus, studying and analysing best practices by service companies, and then adapting them to a particular organisation, is one of our key research domains.

Key research areas

We have special expertise in:

  • Understanding customer expectations
  • Role of technology in creating value for customers
  • Understanding the human angle to services
  • Understanding the customer activity cycle
  • Value proposition development

Research results and publications

Curious about some of our research results and publications?

Research for your organisation

In addition to conducting research that contributes to fundamental academic knowledge, we can also carry out practice-based research especially for your organisation.

Our experts

Meet the faculty and researchers who are experts in Services marketing.

Tips from our experts

Journals, portals and books keep you informed about trends in Services marketing. Some recommendations from our experts:

  • Journal of Services Research
  • Services marketing: integrating customer focus across the firm by Valarie Zeithaml and Mary Jo Bitner (2003)