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E-Service Marketing

E-Service Marketing

Ali Ghorbani, Emel Kursunluoglu Yarimoglu
Copyright: © 2014 |Pages: 8
ISBN13: 9781466648647|ISBN10: 1466648643|EISBN13: 9781466648654
DOI: 10.4018/978-1-4666-4864-7.ch001
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MLA

Ghorbani, Ali, and Emel Kursunluoglu Yarimoglu. "E-Service Marketing." Marketing in the Cyber Era: Strategies and Emerging Trends, edited by Ali Ghorbani, IGI Global, 2014, pp. 1-8. https://doi.org/10.4018/978-1-4666-4864-7.ch001

APA

Ghorbani, A. & Yarimoglu, E. K. (2014). E-Service Marketing. In A. Ghorbani (Ed.), Marketing in the Cyber Era: Strategies and Emerging Trends (pp. 1-8). IGI Global. https://doi.org/10.4018/978-1-4666-4864-7.ch001

Chicago

Ghorbani, Ali, and Emel Kursunluoglu Yarimoglu. "E-Service Marketing." In Marketing in the Cyber Era: Strategies and Emerging Trends, edited by Ali Ghorbani, 1-8. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-4864-7.ch001

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Abstract

In the cyber era, the extension of the information economy and electronic networks has caused the shifting of the economy from goods to services and emerging e-service marketing. The synthesis of Internet marketing and services marketing has formed this new area of marketing. This chapter starts with introducing e-service marketing and comparing components of traditional and electronic services marketing. The click-only and click-and-mortar business models are described as types of e-tailing. Afterward, the paradigm shift from traditional e-commerce to e-service is investigated. In order to measure of e-service quality, some scales are discussed. Finally, the chapter suggests 7Cs of the customer interface in e-service marketing.

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