The services marketing literature is a phenomenon driven by a rapidly growing population of services marketing scholars and the loose-knit system of publication outlets that has emerged to publish their works. Both the scholars and the publications have been influenced by the changing nature of the economy and the needs of management, especially during the last 10 to 15 years. Not since the strong emergence of interest in consumer behaviour in the 1960s has a field developed within the marketing discipline with the passion and determination of services marketing.