Service Marketing

Service Marketing


Roland T. Rust , Anthony J. Zahorik and Timothy L. Keiningham


1996, Harper Collins

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This book is about the marketing of service. Service is increasingly important because the information age is making service a much larger and more important part of every advanced economy. Current estimates place 75 percent of the U. S. economy in the service sector with service also making up about 75 percent of the product sector. The book brings customer satisfaction and service quality to the forefront as central concepts that are vital to any organization's success. Topics such as "Measuring Customer Satisfaction," and "Determining Financial Impact," are emphasized more than they have ever been in the past, consistent with the importance they now command in the business world.