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Introduction: - Pg. xvi

xvi Introduction SETTING THE CONTEXT FOR SERVICE CUSTOMIZATION The developed nations have entered a post-industrial era, where wealth is created largely by services rather than manufacturing economies. Such servitization of the economy (Dimitrovska, 2006), with diminishing physical production, raises a number of challenges in trying to understand how services actually generate wealth. Why are, for example, consumers prepared to spend an increasingly larger share of their disposable income on services?What is the concrete value/benefit they derive from the consumption of such, essentially intangible, services, and how can it be measured? Services, indeed, differ significantly from products, mainly because, unlike products, they are intan-