Problems and Strategies in Service Marketing

Zeithaml, V., Parasuraman, A. P., Berry, L. (1985)

Journal of Marketing; Vol 49; Issue 2; pp 33-46
DOI: 10.2307/1251563
This article compares problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors. Discussion centers on several broad themes that emerge from this comparison and on guidelines for future work in services marketing.

Through literature review they confirm the existence of IHIP for services:

  • Intangibility,
  • Heterogeinity,
  • Inseparability and
  • Perishability

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