David E. Bowen and Benjamin Schneider
1987 (republished 1994)
The marketing of services and the management of service organizations have been understudied relative to the marketing of goods and the management of organizations that produce goods. The emergence of services marketing as an area of study within marketing is briefly reviewed with special emphasis on conceptualization of the attributes of service. This is followed by an examination of how these attributes o.f service pose unique organizing contingencies for service firms that, in turn, require some distinct organizing principles. These principles are seen as goals to be achieved by the management of service organizations if their organizations are to be effective in delivering quality service to the organizations’ consumers.