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...
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| Other Authors | , , |
|---|---|
| Format | Electronic eBook |
| Language | English |
| Published |
[Cham] Switzerland :
Springer,
[2017]
|
| Subjects | |
| Online Access | Full text |
| ISBN | 9783319329703 9783319329680 |
| Physical Description | 1 online resource (x, 184 pages) : illustrations |
Cover
Table of Contents:
- 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.