American National Standards Institute defines service marketing as a "consumer-satisfaction-engineering tool whereby various issues like buying and selling of services, knowledge, skill of provider and supplier, and the style of offering the services, the designing of product mix, the framing of...

Telecom Service Industry in India is going through a phase of high growth, excessive competition, continual lowering of tariffs and rapid change of technology. Policies are still evolving and causing substantial change in the competitive landscape. Telecom Services have become more commoditized;...