In the fast changing business scenario, indepth understanding of service phenomenon is essential. present endeavour in the torm of book 'Service Marketing' is designed to benefit the readers to the concepts of service that are relevant to resolving a wide range of issues in business. The authors have drawn upon their vast experience of learning and teaching from diverse background in writing this book. They have presented concepts. ideologies and excellence invariably concerning with the wide area of service marketing. The authors have been able to integrate large numbers of diverse service issues involved in business and its allied areas. More precisely, for the benefits of students. the authors have elaborated the study material into different chapters and have included relevant material with examination oriented matter. Having known, Dr. S.P. Mathur and Dr. Nishu Mathur for the last over two decades and having read and writing for years. I can only command them for their continued enhanced contnhution. I am confident students will be benefited enormously from diligent study of this book. I wish the book and thc authors all success.

For few words with the inner depth of my heart I would like to congratulate Professor Dr. S.P. Mathur for that grand journey of his life he not only as Senior Motivated me but as a brother hold my hand and show me the real direction and right path to my goal so I am very thankful for his guidance and greatness.

It gives me an immense pleasure to put on record my deep sense of gratitude to my respected supervisor Dr. S. P. Mathur for his invaluable guidance, keen interest, constructive criticism, scholarly inputs and consistent encouragement which I received throughout the research work. A person with an amicable and positive disposition, he has always made himself available to clarify my doubts despite his busy schedules and I consider it as a great opportunity to do my doctoral programme under his guidance and to learn from his research expertise. He went through the whole endeavor and extended his generous help, inspiration and acknowledgements. Any step to express my create full next to him in words is inadequate.

I am privileged to write about revered DR. S.P. Mathur on a social platform like this. My association with Sir has been threefold. I have been seeing him since my adolescence and its pleasure to share that I happen to be his colleague and research scholar. He is one of those uncles in neighborhood who would stand by the difficulties and offer his generous help without much ado. I fondly address him Mathur Uncle once I am out of my professional ties. He is actively involved in social works and not many people know about and this remains incomplete if I do not appreciate Mathur Aunty his better half. Both of them have written stories of life together which we have witnessed. It was important to mention here because Sir, with his simple standards of life maintains a healthy balance with work and life. Please apologize because I may sometimes replace Uncle and Sir without hesitation. I have been fortunate enough to attend a few lectures of Business Studies in school where his fluency in his subject area would not let us shut our brains. Sir has been Head of our department and I never felt the trace of seniority when it comes to reflecting authority and power, rather he earns the respect by being humble and supportive. I also express my deepest sense of gratitude, indebtedness to Sir for his cordial guidance, constructive criticism and constant encouragement throughout my Ph.D study period. He has inspired me to become an independent researcher and helped me realize the power of critical reasoning. This feat was possible only because of the unconditional support provided by Sir. I may fall short in my understanding of Sir but the two traits that have never faded in all these years are his simplicity in his lifestyle, thoughts and actions. The second is his modesty that is reflected in his words and beliefs. Sir has written several books and articles which we have grown up reading. Despite undergoing several operations, he has an undying vigor towards his work and duties which my and the upcoming generation must learn that the seeds we sow will fructify. I pray to the almighty for his health and happiness. And thanks Nishu Di for giving this opportunity.

Professor Dr. S P Mathur is the most humble, sincere and hard working researcher I have seen through out my professional career. He is helpful, dependable, loyal and honest human being who owe's lot of respect, responsibility and accountability to the tasks assigns to him in professional and personal life. His research work is of good quality and well differentiated in the area.