Services Marketing: Empirical Issues, places marketing issues within a broader general management context. The present book includes in its wide spectrum all the five issues on services marketing: the influence of marketing orientation on firms' marketing competency; use of social, structural and financial relationship marketing programs in building customer-salesperson and customer-firm relationships; and the importance of service quality in bank selection for mortgage loans. Examining the response of female fashion shoppers towards the mall atmosphere; and the effects social cues in the store environment on store image are also presented in this book whom act as empirical issues of highlights by marketers and managers. The chapters presented lay out the building blocks for studying services and understanding how consumers behave in a services context. Hence, this book grants substantial deliberation on information concerning to services marketing issues in Malaysia. This book may be used for support material for courses in either services marketing or service management.