Services Marketing Cases in Emerging Markets
An Asian Perspective

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



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

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.

Table of contents (18 chapters)

Front Matter

Service Experience and Co-creation
Front Matter
Introduction to Service Experience and Co-creation
Case Study 1: Co-creating Value with Online Banking Services: The Case of Maybank
Case Study 2: Starbucks Philippines: Brewing a Filipino-American Experience
Case Study 3: Co-create a Smart Phone Brand with Consumers via Social Media: A Case Study of Xiaomi in China
Case Study 4: Managing Customer Complaints: The Case of Imperial Orchid Hotels in Thailand
Case Study 5: Amazon.in: Surviving in a Jungle

Service Branding and Servicescapes
Front Matter
Introduction to Service Branding and Servicescapes
Case Study 6: Malaysian Airlines Versus AirAsia: Customer Satisfaction, Service Quality and Service Branding
Case Study 7: Häagen-Dazs China: The Luxury Icing on the Cream
Case Study 8: iGaranti: Expanding the Frontiers of Mobile Banking Innovation
Case Study 9: Happy Textile: Is Store Atmosphere Still A Priority?
Case Study 10: Social Media and Customer Engagement at Makemytrip.com

Transformative Services
Front Matter
Introduction to Transformative Services
Case Study 11: Prince Court Medical Centre (PCMC): The Hospital with a 5-Star Hotel-Like Experience and Beyond
Case Study 12: Indian Armed Forces Disaster Management Services in Kashmir Floods 2014: “Operation Megh Rahat”—A Case
Case Study 13: Wellbeing Through Travel: High Value-Low Impact Tourism in the Developing Country, Bhutan
Case Study 14: Reliance Indian Limited (RIL): Growth Through Innovation?

Conclusion