Ali GhorbaniEmel Kursunluoglu YarimogluGhorbani, AliYarimoglu, Emel Kursunluoglu2025-10-0620131466648643, 9781466648647, 978146664865497814666486479781466648654146664864310.4018/978-1-4666-4864-7.ch0012-s2.0-84956802106https://www.scopus.com/inward/record.uri?eid=2-s2.0-84956802106&doi=10.4018%2F978-1-4666-4864-7.ch001&partnerID=40&md5=bba9b614aedacde020a70f3e770e2ce9https://gcris.yasar.edu.tr/handle/123456789/10062https://doi.org/10.4018/978-1-4666-4864-7.ch001In 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.Englishinfo:eu-repo/semantics/closedAccessBook Part