Internet Based Service Institutions: a Comment on 'Marketing Models of Service and Relationships by Rust & Chong.

The authors offer commentary on an article about service marketing by Roland T. Rust and Tuck Siong Chung that was published in "Marketing Science." Reflecting primarily on online intermediary services, the authors note that comparison shopping agents and referral services show the impact of online services in two diverse markets and explore how the Internet will continue to affect marketing in the future. Providing information about price, product, and performance, as well as the Internet's ability to use various types of marketing activities to target customers is discussed.