4 “At Your Service”

Emílio Távora Vilar ()
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Emílio Távora Vilar: University of Lisbon

A chapter in Ten and a Half Lessons in Marketing, 2025, pp 57-75 from Springer

Abstract: Abstract In this lesson, the topic of service marketing is explored. Since the distinction between services and goods can often be unclear, the lesson starts by highlighting the key characteristics of services: intangibility, inseparability, and variability. Following this, it categorises different types of services and identifies the factors that determine service quality. Finally, a range of marketing strategies specifically designed to address the unique features of services is presented.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-09728-6_5

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DOI: 10.1007/978-3-032-09728-6_5

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