Service Marketing | Critical Drivers of Success and Failures in Service Business


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As the world economy and technology advance, the growth of the service business has been phenomenon. The service business is one which is involved in the provision of service other than tangible products.  A good example is the insurance business where insurance companies provide insurance services. Service marketing is a marketing subfield that falls within the B2B (business to business) and B2C (Business to Consumers)   in the selling of services like telecommunication, insurance, financial, hospitality, and others (Christopher and Jochen, 2011).