E-Service marketing

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. © 2016 Elsevier B.V. All rights reserved.