Invited Commentary—Linking Service and Finance

I am delighted to have an opportunity to comment on Rust and Chung’s (2006) timely and insightful article. This article does an excellent job of summarizing the evolution of marketing models of service and relationships. Rust and Chung (2006) rightly attribute increasing interest in such models to ongoing changes in information technology—an ancient trend with an extremely high likelihood of continuing into the future. Their eloquent and...