The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.

Understanding and Improving Service Quality: A Literature Review and Research Agenda

Understanding and improving service quality: A literature review and research agenda


The proliferation of look-alike products in many sectors, coupled with escalating competition and more demanding customers, have made service excellence one of the key marketing tools for achieving competitive differentiation and fostering customer loyalty. Service quality continues to occupy center stage in the marketing arena even as a growing number of company-customer exchanges through traditional channels are being replaced by Internet-based transactions and e-commerce. For instance, a survey of Internet shoppers revealed customer service to be the top-most determinant of repeat visits to websites (Hanrahan, 1999). Jeff Bezos, founder and CEO of, a company that is arguably the pioneer in the field of ...

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