Introduction to Services Marketing 15
across countries, the potential capacity of services in exploiting the optimum
value of productive resources, the intensi ed competition across the sectors
and the realization of the value of services by a major part of the society cre-
ated and enhanced the demand for services.
e reasons for the growth of the services sector can be attributed to the
growth in the intermediate demand from rms and the nal demands from
customers.
Intermediate Demand from Firms
Manufacturing rms realized the importance of the sta function when line
managers’ sub-optimal performance in decision-making relating to operational
activities and the growth of the business was identi ed. Manufacturing rms
started bundling ...