Service Sector Management: An Indian Perspective

This book is designed to provide a mature, in-depth treatment of service sector management with an Indian perspective at the undergraduate level- and to offer continuity with a smooth transition to upper level courses, especially for students studying in business schools. Thus, the text will be highly useful to students as well as professionals. The text unfolds with a concise, practical and unified presentation as to ‘how’ and ‘why’ the concept of service started, how competition has changed the face of service jobs and how service has played an important role in industry. It provides guidelines as to how to use service as a crucial marketing weapon and a strategy. It also highlights the powerful marketing model and the game of ‘promises’ that service marketing is all about, and the uniqueness of service quality standards. The content also emphasizes customer satisfaction which in turn leads to customer retention.