Browsing by Author "Ghorbani, Ali"

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    Citation - Scopus: 2
    E-Service marketing
    (IGI Global, 2013) Ali Ghorbani; Emel Kursunluoglu Yarimoglu; Ghorbani, Ali; Yarimoglu, Emel Kursunluoglu
    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. © 2016 Elsevier B.V. All rights reserved.