Research on Services Marketing

Research on services marketing studies how businesses promote and deliver intangible offerings like healthcare, education, or hospitality. Since services are intangible and often customized, marketing efforts focus on building trust, managing customer experiences, and ensuring quality. Researchers explore strategies to attract, satisfy, and retain customers, emphasizing areas like service quality, branding, and customer relationships. This field helps organizations understand what influences customer perceptions and loyalty, ultimately guiding them to improve service delivery and competitive advantage.