INTRODUCTIONA service encounter is defined as a moment when a customer interacts with a service or product for the first time. This is the customer's actual interaction with a service company. It is identified as a key part of the current agenda for services marketers. More than half of the world's multinational corporations employ service providers, so scrutiny of service relationships is becoming increasingly important. Research indicates that customers generally compare their expectations with the performance of service industries and are influenced by the quality of service they receive. The purpose of this essay is to discuss the idea that customers do not buy products, they focus on solutions, as well as the consumer behavior pattern regarding the services provided. Furthermore, it will be noted how companies try to improve the quality of service to attract customers, which leads to an increase in economic competitiveness. DISCUSSION OF MARKETING APPROACH Traditionally, marketers focused primarily on selling a product. They started with production and marketing while selling and promoting the product in order to make sales profitably. In this technique, they believed that the product should be introduced into the market with an aggressive sales strategy and forced into the market through promotional pressures. Their marketing scope was limited to the 4Ps, namely product, promotion, price and profit maximization. As a result, they placed less importance on customer satisfaction and building customer relationships. This form of strategy was consistent with short-term business motivations. In a globalized and highly competitive world, modern marketing is about focusing ...... middle of paper ......& MAKLAN, S. 2007. The role of brands in a world dominated by services. Journal of Brand Management, 15, 115-122.KOHLI, N. & KAUR, J. 2011. SERVICES MARKETING – EARNING AND CREATING CUSTOMERS WITH SPECIAL REFERENCE TO ICICI BANK. Asia Pacific Journal of Research in Business Management, 2.MAKLAN, S. & KLAUS, P. 2011. Customer experience: are we measuring the right things? International Journal of Market Research, 53, 771. MASSAD, N., HECKMAN, R. & CROWSTON, K. 2006. Customer satisfaction with electronic service encounters. International Journal of Electronic Commerce, 10, 73-104.VARGO, SL & LUSCH, RF 2004. Evolution towards a new dominant logic for marketing. Journal of Marketing, 68, 1-17.• WEBSITES http://www.businessweek.com/stories/2009-02-18/how-amazon-aims-to-keep-you-clicking http://www. youtube.com/watch?v=De1xyJ1QcNAhttp://scholar.google.com.au/