Introduction

Services are an increasingly important area for our economy. In many instances, the service industry even accounts for more employment than other modes of industries. Also, an increasingly market-oriented trend has been prevailing in service-providing organisations. Yet the service industry do have certain characteristics which differentiate them from the usual business operations. Accordingly, the successful marketing and delivery of services require a peculiar approach not really covered by the traditional marketing discipline.

By the same token, modern marketing approaches have been required by service organizations (e.g. an extended marketing mix (7Ps) to match the characteristics of services. Customer delight and service excellence do create point-of differences versus opponents to arrive at a positive surplus income and the prices charged over the cost of operating. The aim to make a profit by generating income exceeding expenditure (i.e. the service-profit chain) is a form of ‘piggy-backing’ leading to continuous survival.