Titlebook: Services Marketing Cases in Emerging Markets; An Asian Perspective Sanjit Kumar Roy,Dilip S. Mutum,Bang Nguyen Textbook 2017 Springer Inter

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Introduction to Service Branding and ServicescapesThe importance of branding services has been highlighted by various researchers. Research has also shown that servicescape quality has an impact on determining customer affective and behavioural responses to services. This section presents five very unique cases that cover service branding and servicescapes.

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Sanjit Kumar Roy,Dilip S. Mutum,Bang NguyenPresents unique case studies from the services sector in emerging markets with up to date and relevant marketing issues.Develops an in-depth understanding of the service management and marketing princ

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Case Study 5: Amazon.in: Surviving in a Jungleian context. The Indian online customer is typically vendor-agnostic and seeks the lowest price for the product of his/her choice. The online marketplace has become a vast hunting ground for the best deals, with multinational and Indian e-commerce giants fighting it out to offer the best prices to lure the fickle deal-seeking Indian customers.

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Introduction to Transformative Services011). TSR emphasizes the role of services and service systems in affecting the individual and collective well-being (Ostrom et al. 2015). TSR is the all-encompassing term for service research the central emphasis of which is to investigate the well-being implications of service for consumers and for the broader society.

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Textbook 2017urring 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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Case Study 1: Co-creating Value with Online Banking Services: The Case of Maybank Independence in 1957. The Central Bank of Malaysia, Bank Negara Malaysia (BNM), regulates the industry with the aim of fostering monetary stability within the system. One of the strategies undertaken by BNM is the implementation of the Financial Sector Blueprint 2011-2020, which incorporates measur