Services Marketing Cases in Emerging Markets

An Asian Perspective

Editors: Roy, Sanjit Kumar, Mutum, Dilip S., Nguyen, Bang (Eds.)

  • ​Presents 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 principles in the context of emerging economies
  • Each case study is accompanied by discussion questions and assignments to be used in the classroom discussions
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About this Textbook

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.

About the authors

Sanjit Kumar Roy is Assistant Professor, at the University of Western Australia, Australia. His research interests include Services Marketing and Consumer-Brand Relationships. He co-edited Marketing Cases for Emerging Markets. He has published in European Journal of Marketing, Journal of Business Research, Journal of Marketing Management, Internet Research and Journal of Services Marketing among others.

Dilip S. Mutum is Associate Professor of Marketing at the Nottingham University Business School (NUBS). Before deciding on an academic career, Dilip has worked with various organisations in different capacities. This includes a short stint as a sub-editor with The South Review magazine and as the Communications Officer for Consumers International - Asia Pacific office. An avid blogger, Dilip's research interests include digital consumption, social networking, customer relationship management, and social marketing. His primary expertise lies in search engine optimisation and social media marketing.

Bang Nguyen, PhD, is a faculty member of the Marketing Department at the East China University of Science and Technology (ECUST), School of Business, in Shanghai, China. Previously, he held positions at the Oxford Brookes University and the RMIT International University Vietnam. His research interests include branding, CRM, services marketing, consumer behavior and innovation management

Reviews

“Services are the foundation of human civilizations. Every market has different needs that must be met with different service solutions. This case book provides an invaluable collection of service cases on emerging markets in Asia. These cases cover the very established topics of service experience, co-creation, branding and servicescapes, and add the very forward-thinking topic of transformative services. Services faculty and service students will be well served by this book.” (Professor Raymond P. Fisk, Department of Marketing, McCoy College of Business Administration, Texas State University, San Marcos, Texas, USA)

“Asia has experienced tremendous growth of the service sector. This case book is timely to help educate tomorrow’s leaders in Asia on service marketing and management.  If offers valuable insights and case examples on the management of three contemporary themes - service experience and co-creation, branding and servicescapes, and transformative services. Students, academics, and practitioners alike will find this book highly insightful.” (Professor Jochen Wirtz, Department of Marketing, NUS Business School, National University of Singapore, Singapore)

“This is a timely book. We need real world cases that make new concepts and theory come alive. Ideas and conceptual models are often difficult to grasp as they go against the mainstream. Service-Dominant (S-D) Logic and IBM's Service Science service are leading the way but I see them constantly being misinterpreted. More cases can cure this.” (Dr. Evert Gummesson, Emeritus Professor, Stockholm Business School, Stockholm University, Sweden)

“This book is a direct response to the emerging need for a quality case book on services marketing in Asia which has been witnessing tremendous growth in services arena in recent times. The cases have addressed the contemporary issues of services marketing, are relevant and well written. I am sure students and academics interested in services marketing will find the book to be useful.” (Professor Ali Quazi, School of Management, University of Canberra, ACT, Australia)

“Good, relevant and timely case studies are always in demand from business and management educators. And it is increasingly important that students are exposed to a diversity of business experiences when undertaking case work. Despite the rapid growth in in the service sector across much of Asia, good case studies have been in short supply. Until now! The authors are to be congratulated for bringing together an excellent collection of cases that are diverse in terms of sectors and countries but which together provide invaluable insights into contemporary service marketing practice.” (Professor Christine Ennew, Provost, Faculty of Social Siences, University of Nottingham Malaysia Campus, Nottingham University Business School, Selangor Darul Ehsan, Malaysia)

“This book on services marketing is timely as businesses are grappling with the “what” and “how” of an effective strategy to win the competition in service industries. Lessons from case studies would provide the much needed learning for a richer class room experience for final year undergraduates and MBA students, giving them an early start on dealing with the complexities of managing service businesses.” (Professor Fon Sim Ong, Faculty of Arts and Social Sciences, The University of Nottingham Malaysia Campus, Nottingham University Business School, Selangor Darul Ehsan, Malaysia)

Table of contents (18 chapters)

  • Introduction to Service Experience and Co-creation

    Roy, Sanjit Kumar

    Pages 3-4

  • Case Study 1: Co-creating Value with Online Banking Services: The Case of Maybank

    Mahdzan, Nurul Shahnaz (et al.)

    Pages 5-16

  • Case Study 2: Starbucks Philippines: Brewing a Filipino-American Experience

    Hota, Monali (et al.)

    Pages 17-25

  • Case Study 3: Co-create a Smart Phone Brand with Consumers via Social Media: A Case Study of Xiaomi in China

    Yang, Sophie (et al.)

    Pages 27-34

  • Case Study 4: Managing Customer Complaints: The Case of Imperial Orchid Hotels in Thailand

    Singh, Jaywant (et al.)

    Pages 35-43

Buy this book

eBook n/a
  • ISBN 978-3-319-32970-3
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
Hardcover n/a
  • ISBN 978-3-319-32968-0
  • Free shipping for individuals worldwide
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Bibliographic Information

Bibliographic Information
Book Title
Services Marketing Cases in Emerging Markets
Book Subtitle
An Asian Perspective
Editors
  • Sanjit Kumar Roy
  • Dilip S. Mutum
  • Bang Nguyen
Copyright
2017
Publisher
Springer International Publishing
Copyright Holder
Springer International Publishing Switzerland
eBook ISBN
978-3-319-32970-3
DOI
10.1007/978-3-319-32970-3
Hardcover ISBN
978-3-319-32968-0
Edition Number
1
Number of Pages
X, 184
Number of Illustrations and Tables
4 b/w illustrations, 24 illustrations in colour
Topics