Service Marketing Models

Roland T. Rust and Ming-Hui Huang

Chapter 18 in The History of Marketing Science, 2023, pp 595-622 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:IntroductionHistorical OverviewService Quality and Customer SatisfactionService Word-of-MouthSatisfaction/Productivity Trade-offReturn on InvestmentCustomer EquityService DesignPersonalizing ServiceService PricingArtificial Intelligence in ServiceMacro and Societal IssuesHow Service Informs Other Marketing DecisionsConclusion and Directions for Future ResearchReferences

Keywords: Marketing Science; Brand Choice; Conjoint Analysis; Innovation Diffusion; Market Structure; Stochastic Models of Buyer Behaviour; Endogeneity; Machine Learning; Field Experiments; Advertising Effectiveness; Brand Equity; Distribution Channels; Customer Relationship Management; Internet Marketing; New Products; Services Marketing; Organizational Buying Behaviour; Pricing; Sales Force; Sales Promotions; Market Segmentation (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
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