Services Marketing Management To Beatrice and Paul – Peter To Gervase, Phoebe and Hector – Angela Services Marketing Management Third Edition Peter Mudie and Angela Pirrie AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Butterworth-Heinemann is an imprint of Elsevier Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA First published as The Management and Marketing of Services 1993 Second edition 1999 Third edition 2006 Copyright © 2006 Peter Mudie and Angela Pirrie. Published by Elsevier Ltd. All rights reserved. The right of Peter Mudie and Angela Pirrie to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone (+44) (0) 1865 843830; fax (+44) (0) 1865 853333; email:
[email protected] Alternatively you can submit your request online by visiting the Elsevier web site at http://elsevier.com/locate/permissions, and selecting Obtaining permission to use Elsevier material British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress ISBN-13: 978-0-7506-6674-9 ISBN-10: 0-7506-6674-9 For information on all Butterworth-Heinemann publications visit our web site at http://books.elsevier.com Typeset by Charon Tec Ltd, Chennai, India www.charontec.com Printed and bound in Great Britain 06 07 08 09 10 10 9 8 7 6 5 4 3 2 1 Contents Preface Acknowledgements ix xi 1 Introducing services 1.1 ‘What is this thing called service?’ 1.2 Characteristics of services 1.3