服务营销提出了独特的挑战和机遇，以增强客户的价值创造。 这是由于产品的无形，异构性质以及服务人员在服务交付中的关键作用。 提出了应对这些挑战和机遇的策略。 主题包括：买方的服务行为； 管理有效的服务环境； 服务质量，客户满意度，感知价值和忠诚度的重要性和衡量标准； 关系营销理念和实践； 管理易腐烂服务的供需； 服务人员和客户在价值创造中的作用； 最小化服务人员的角色压力； 服务故障，客户投诉行为和有效的服务恢复。
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