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2. What are the five powerful forces transforming the service landscape, and what impact do they have on the service economy?


Cover of Essentials of Services Marketing, Second Edition


Government policies- changes in regulations (Ban on smoking in restaurants, which improved customer comfort) social changes-rising consumer expectations of service quality and convenience- which has resulted in service staff being trained to deliver good service) , business trends- growth of franchising- chains face the challenge of maintaining consistent service standards worldwide), advances in info technology-growth of the net-new services are created to gather various sources of info and repackage to provide value to customers) and globalization- increased international travel- more services offered to more places; new travel options for business and pleasure- which impacted more services are provided by airlines, ferries and crui...