Slide © 2007 by Christopher Lovelock and Jochen Wirtz Services Marketing 6/E Chapter 1 - 10 Transformation of the Service Economy Government Policies Business Trends Social Changes Advances in IT Globalization Innovation in service products & delivery systems, stimulated by better technologyCustomers have more choices and exercise more power Success hinges on:  Understanding customers and competitors  Viable business models  Creation of value for customers and firm  New markets and product categories  Increase in demand for services  More intense competition
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