Purpose – The purpose of this paper is to provide insights into the benefits of data‐driven services marketing and …‐driven services marketing and the value of traditional and contemporary metrics. Since the true potential of data‐driven service …

from a menu of bundles, where the bundles vary on the number of component services, the number of unique services between … services between the competing bundles increases decision difficulty for small, but not large, bundles and similar bundles pose …

The commercial importance of services has been realised in recent times and the importance of research to understand … quantitative methods. The results indicate a number of key dimensions that are important for consumers of services such as core …

six different services sectors in Greece through personal interviews. The findings of the study show that the companies …

companies operating in six different services sectors in Greece. Findings – The study concluded that the two most popular …

Purpose – The purpose of this paper is to provide a framework to help marketers of services price their products by … possibilities for pricing services. A simple framework is developed in the form of a matrix crossing the three dimensions of … heterogeneity of consumer demand with the four characteristics of services. Each cell represents a set of pricing options. Findings …

recommend future research in other highly structured services sectors. Originality/value – The paper provides new insights into …

overall price perception of both goods and services purchase and durable and non‐durable goods purchase. However, the … significant associations between price perception factors and overall price perception were only found in the services and non …