Services account for more than 70% of world GDP (WTO 2015). As a consequencecompanies have awakened to the realisation that services dominate global economies andgrowth. Yet in practice there appears to be a decline in service. Is this because companieswrongly believe they are providing service excellence?For this assignment you are asked to write a 2,000 word Literature Review that discussesthe proposition above, based on the literature. Specifically, you will synthesise research fromthe scientific literature, and draw conclusions based on your research. This assignmentprovides an opportunity for you to explore service studies in greater depth than time allowsin our course.