CHAPTER 1- INTRODUCTION 4
1.1 BACKGROUND TO THE PROBLEM 6
1.2 AIMS AND OBJECTIVES 8
1.3 RESEARCH QUESTIONS 8
1.4 RATIONALE BEHIND THE RESEARCH SUBJECT 9
1.5 SCOPE AND LIMITATIONS 10
CHAPTER TWO- LITERATURE REVIEW 11
2.1 SERVICES 11
2.2 SERVICES MARKETING 11
2.3 SERVICE DIFFERENTIATION 14
2.4 HETROGENITY IN SERVICE MARKETING 15
2.5 SERVICE CHANNELS 16
2.6 PERISHABILTY IN SERVICES MARKE.....
