Designing and Managing Services, consider the following As brands find it harder and harder to differentiate their physical products, they turn to service differentiation. Many in fact find significant profitability in delivering superior service, whether that means on-time delivery, better and faster answering of inquiries, or quicker resolution of complaints.

How do organizations develop consumer experiences that enhance the abstract and often complex characteristics of services? How might marketing managers achieve excellence in services marketing? How can marketing managers improve service quality?