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Abstract
Services have become a vital part of the world economy. Over the past decade the role of services marketing has become a prevailing feature in the service industry. A wide definition of services implies that it is originally intangible and comparatively quickly perishable activities whose buying takes place in a process of interaction intended at creating customer satisfaction, but during this interactive consumption it does not always lead to material possession. A service provider has to adjust to ever changing world economy, identify challenges, distinguish among pure services, value-added services, customer services, derived services and suitably address these service sectors.