With the rise in deregulated service-based economies in developed countries over the last forty years, an understanding of the marketing of services is essentia

The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in

Service encounters are ubiquitous in social interaction. We buy food and everyday items in supermarkets, convenience stores, or markets; we purchase merchandise

The chapters in this collection, authored by renowned scholars, address a gap in the literature by focusing on the consequences that outsourcing, among other gl