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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Case Study 11: Prince Court Medical Centre (PCMC): The Hospital with a 5-Star Hotel-Like Experience e country gained Independence in 1957. The industry operates in a dual-system where public and private hospitals co-exist and its growth importance is noted in the Economic Transformation Plan (ETP) in 2010 under the National Key Economic Areas (NKEA). In line with this initiative, medical tourism i

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Case Study 13: Wellbeing Through Travel: High Value-Low Impact Tourism in the Developing Country, Bhcludes a focus on the service innovation at the base of the pyramid (i.e. The world’s poorest), being sustainable in service delivery and improving societal wellbeing (Ostrom et al. 2015). Bhutan, a small landlocked developing nation in the Himalaya Mountains borders China and India (Nyaupane and Ti

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Case Study 10: Social Media and Customer Engagement at Makemytrip.comtomer engagement, retention and loyalty. The thought was also flowing in the direction of increased competition, volatile customer base, current practices of MMT and future planning to address the very challenging domain of Customer engagement via social media.

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Introduction to Service Experience and Co-creationon and the level of social interaction. Schmitt (1999) further describe service experience as consisting of five dimensions: sense, feel, think, relate, and act. Meyer and Schwager (2007: 118) define service experience as “the internal and subjective response customers have to any direct or indirect contact with a company.”

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Case Study 13: Wellbeing Through Travel: High Value-Low Impact Tourism in the Developing Country, Bhhutan. This represented a 64.62 % increase in visitors from the previous years (Tourism Council of Bhutan 2013). Such a rapid growth in tourists indicates an increased focus on tourism services within the region and may also suggest increased promotion and word of mouth.

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