ABSTRACT

The purpose of this chapter is to set the scene for a broad appreciation of how efficient and effective service delivery can facilitate industrial and national development, and thereby delineate the pivotal role that services play in national economies. The topic involves many distinct elements, which, individually, are extensive enough to cover a whole book, but the essence of this chapter is to highlight the key issues inherent within the subject. In the subsequent sections, we discuss an overview of services, followed by a discussion of concepts relating to service quality. Next, services and implications for positioning are explored. Also examined are the characteristics of services. Furthermore, insights are provided into how a nation can build and sustain positioning advantage with services. As part of the discussion, recent developments in services marketing are presented and related to the context of a developing economy. To conclude, the implications of enhanced service delivery for national development are highlighted and pertinent recommendations are made for the consideration of managers and policy makers in developing economies.