Origin of Services Marketing and its importance

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The development of Services Marketing as a concept began in the 1970s, when academics began to express the differences between products or goods/services.

With the contributions of the Nordic School of Stockholm in 1985, it became known that the concepts of client/company cannot be seen separately, but rather must be involved in the creation of value.

The exchange begins to be seen from an economic point of view, a process panama whatsapp resource that was previously seen from another perspective, which was not precisely monetary.

On the other hand, Zeithaml, Parasuraman and Berry, American academics, proposed in 1985 the model for the assessment of the quality of a service, which they called SERVQUAL.

Using this model, it was possible to analyze consumer expectations and their perspectives regarding a product.

With these approaches from different academics and schools, it became known that interaction with consumers and close participation in production processes gave rise to other concepts such as relational marketing.

Relationship marketing evolved to focus entirely on customer interaction, which was key in several service marketing theories.