Services marketing cases in emerging markets an Asian perspective /
This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores current issues and practices in Asia, across different areas, countries, commercial and non-commercial...
| Other Authors: | Roy, Sanjit Kumar,, Mutum, Dilip S.,, Nguyen, Bang,, SpringerLink (Online service) |
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| Format: | eBook |
| Language: | English |
| Published: |
[Cham] Switzerland :
Springer,
[2017]
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| Physical Description: |
1 online resource (x, 184 pages) : illustrations. |
| Subjects: |
| Summary: |
This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores current issues and practices in Asia, across different areas, countries, commercial and non-commercial sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services. |
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| Item Description: |
Introduction to service experience and co-creation / Sanjit Kumar Roy -- Case Study 1: co-creating value with online banking services: the case of Maybank / Nurul Shahnaz Mahdzan, Amrul Asraf Mohd-Any, and Zalfa Laili Hamzah -- Case Study 2: Starbucks Philippines: brewing a Filipino-American experience / Monali Hota and David Newlands -- Case Study 3: Co-create a smart phone brand with consumers via social media: a case study of Xiaomi in China / Sophie Yang and Anna Wos -- Case Study 4: managing customer complaints: the case of Imperial Orchid hotels in Thailand / Jaywant Singh and Benedetta Crisafulli -- Case Study 5: Amazon.in: surviving in a jungle / Sanjit Kumar Roy and Rajdeep Charaborti -- Introduction to service branding and servicescapes / Dilip S. Mutum -- Case Study 6: Malaysian Airlines versus AirAsia: customer satisfaction, service quality and service branding / Sujana Adapa and Sanjit Kumar Roy -- Case Study 7: Häagen-Dazs China: the luxury icing on the cream / David Newlands and Monali Hota -- Case Study 8: iGaranti: expanding the frontiers of mobile banking innovation / Selcen Ozturkcan and Deniz Tuncalp -- Case Study 9: Happy Textile: is store atmosphere still a priority? / Tjong Budisantoso, Johnny Jermias, and Adrian Bradshaw -- Case Study 10: social media and customer engagement at Makemytrip.com / Bidyanand Jha and Anita Kshetri -- Introduction to transformative services / Sanjit Kumar Roy -- Case Study 11: Prince Court Medical Centre (PCMC): the hospital with a 5-star hotel-like experience and beyond / Amrul Asraf Mohd-Any and Nurul Shahnaz Mahdzan -- Case Study 12: Indian Armed Forces disaster management services in Kashmir Floods 2014: "Operation Megh Rahat" -- a case of transformative service / Dipanjan Kumar Dey -- Case Study 13: Wellbeing through travel: high value-low impact tourism in the developing country, Bhutan / Raechel Johsn and Thinley Namgyal -- Case Study 14: Reliance Indian Limited (RIL): growth through innovation? / Sudeepta Pradhan and Sanjit Kumar Roy -- Conclusion / Sanjit Kumar Roy. This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores current issues and practices in Asia, across different areas, countries, commercial and non-commercial sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services. Includes bibliographical references. |
| Physical Description: |
1 online resource (x, 184 pages) : illustrations. |
| Bibliography: |
Includes bibliographical references. |
| ISBN: |
9783319329703 3319329707 |