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E-Servicescape in Service: Theoretical Underpinnings and Emerging Market Implications

In: Services Marketing Issues in Emerging Economies

Author

Listed:
  • Rituparna Basu

    (International Management Institute Kolkata)

  • Sayani Mandal

    (International Management Institute Kolkata)

Abstract

Electronic servicescape referred to as e-servicescape provides a virtual environment to the prospective customer who is actively or casually looking for purchasable products/services online. It plays a significant role in facilitating the surfing experience through its ambience, search aids, design and different functional aspects within a particular online platform. In the context of the digitally driven transformation shaping the present-day business landscape, understanding the role of e-servicescape is germane. Hence, this research chapter attempts to explain the concept of e-servicescape touching upon essential elements and dimensions of e-servicescape through review of past literature and contemporary practices. The role of internet in the birth of e-servicescape and its consequent significance in the service sector are highlighted. This chapter presents a holistic e-servicescape model in an attempt to aid researchers and marketers doing business in the online platforms to strategize their move considering the innovations and amendments essential for delivering the best service experience to its key stakeholders. Furthermore, the relevance of the e-servicescape model in the context of emerging market is discussed to equip marketers with critical insights that would help in developing market-specific service delivery strategies.

Suggested Citation

  • Rituparna Basu & Sayani Mandal, 2020. "E-Servicescape in Service: Theoretical Underpinnings and Emerging Market Implications," Springer Books, in: Atanu Adhikari (ed.), Services Marketing Issues in Emerging Economies, chapter 0, pages 75-88, Springer.
    • Handle: RePEc:spr:sprchp:978-981-15-8787-0_7
    DOI: 10.1007/978-981-15-8787-0_7
    as

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