ABSTRACT
We mentioned in Chapter 1 how important it is for operations and marketing personnel to work closely together in order to ensure success. In service environments the relationship between these two functions is critical and, without it, the service offer will either fail or be weakened. What, though, is a service? It’s not quite as straightforward as we might think, as the following confirms:
Despite more than 25 years of study, scholars do not agree on what a service is. . . . The problem is trying in a few words to describe 75% of the economic activity of developed nations.
