ABSTRACT
This book covers a wide spectrum of topics, service contexts and methodologies and reflects the broad range of current services research. Its aim is to provide an eclectic overview of services marketing by including papers that demonstrate the breadth and depth of research in this area, and it reflects the international scope and the strength of the discipline as we enter the new millennium.
TABLE OF CONTENTS
chapter 3|17 pages
Segmenting Financial Services Markets for Customer Relationships
A Portfolio-Based Approach
chapter 5|20 pages
Contextualising
Technology, Relationships and Time in a Financial Services Virtual Organisation
chapter 7|19 pages
Assessing the Theatrical Components of the Service Encounter
A Cluster Analysis Examination
