Strategic Service Marketing: Competing on Exemplary Service Quality and Innovation for Customer Satisfaction

The purpose of the paper was to carryout a thorough and critical review and analysis of the empirical literature on strategic service marketing. Also analyzed is the unique characteristics of the service industry and the fast-changing competitive marketplace. Moreover, the role of innovation in service delivery and the need for customer participation in exemplary service delivery are analyzed. The article starts with a brief introduction and overview of the concept of service marketing and the presentation of the paper's objectives. The research methodology then follows. Next, the article outlines the associate theories that support service marketing strategies and models. A comprehensive and rigorous analysis and synthesis of the empirical literature on service marketing concepts is presented. An analysis of current trends and emerging issue is also presented. Finally, the paper discusses implications for marketing decision-makers and recommends action.