| Summary: | The field of services marketing had gained only in recent years. Several researchers noted that studies on services marketing grown with the interest and discussion was made on consumer behavior in the 1970s and the 1980s.The legitimacy of services marketing gained further ground with service industries such as transportation, financial, health care, hospitality and telecommunication recognized the significance of such discipline. Several research topics related to services begun to surfaces. Topics such as service experience (Carlzon, 1987), service encounters (Solomon, Surprenant, Czepiel and Gutman, 1985),
service quality (Zeithaml, Parasuraman and Beny, 18985), service economy (Canton, 1984) and service design (Shotack, 1984).Most of these topics that needs further exploration. There are discussions on service quality,measurement and maintenance to standard quality. However, perfect quality in services is difficult to define and measure, as service quality depends in the eyes of the beholders. Service firms are now seeking knowledge about consumer complaint behavior, management responses to the complaint behavior, employee-customers complaint relationship and resolution.
There is also a gap in the literature about service relationship between supplier and vendors. Industrial
marketing may have covered topics related on business to business, however, relationship between supplier and vendor that impact the final consumer still need to be explored. Further, there is a need to understand the service support system from the internal support personnel to the service provider that may have an impact to the final customers.
Information technology in business has an impact on service interaction. Research in this field is still lukewarm due to rapid change in technology. For example, writers tend to concentrate to "low-tech and high touch" service encounter and little is.known about the influence of technology to pure services.
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