English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Plus monthly

Global: Zendy Tools annual

Global: Zendy Tools monthly

Global: Zendy Free Plan

Recently many authors (Enis and Roering 1981; Wright 1995; Lovelock and Gummeson 2004; Vargo and Lusch 2004) have challenged the uniqueness of service particularly with advancements in technology. However some authors are still having a strong belief that services are different than tangible goods and therefore require different marketing frameworks. This has resulted in a fresh ‘services-marketing-is-different’ debate. The present article tests the validity of basic assertion of services marketing theory that four specific characteristics—intangibility, heterogeneity, inseparability, and perishability—make services uniquely different from goods and also analyses the data for difference in perception across public and private sector financial firms. The data has been collected through structured questionnaire administered among 877 managers of financial service firms which is regarded as one of the pure service. Findings suggest the theory is pretty much valid till now, however the significance of each characteristic varies across services. The study concludes that the biggest challenge faced by services firms is heterogeneity and not intangibility as reported by most of the earlier studies. Marketing managers of service firms can use the study to identify the challenges that are unique to their services and therefore focus on the most critical issues facing them.

Services Marketing Theory Revisited: An Empirical Investigation into Financial Services Marketing