Services can be defined as deeds, processes, and performances provided by firms and individuals to create customer experiences. Services dominate the U.S. economy: with only 13% of the GDP in manufacturing and 6% in agriculture, services are critical to your future, to the United States’ future, and to the success of world economies. Many of the most critical U.S. initiatives—overhauling the healthcare system, saving financial organizations, harnessing the speed of technology, and growing firms that depend on manufacturing—involve services. For this reason, services marketing is studied as a sub-discipline of marketing.
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