Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector

Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector

Upendra Singh Panwar (Shri Govindram Seksaria Institute of Technology and Science, India), Raj Kumar (Banaras Hindu University, India) and Nilanjan Ray (Netaji Mahavidyalaya, India)
Release Date: April, 2016|Copyright: © 2016 |Pages: 492
ISBN13: 9781522501435|ISBN10: 1522501436|EISBN13: 9781522501442|DOI: 10.4018/978-1-5225-0143-5


Economic growth is directly impacted by a multitude of different industries; in recent years, the service industry has emerged as a significant contributor to the global economy. As such, the effective management of this sector has become a widely studied topic.

The Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector is an authoritative reference source for the latest research on emerging methods for innovative service design and delivery, examining how growing customer expectations and global competition has influenced this industry. Featuring quality factors, marketing tools, and the effects of consumer behavior, this publication is ideally suited for researchers, professionals, and academicians actively involved in the service industry.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Positioning
  • Customer Defection
  • Customer Engagement
  • Film Marketing
  • Green Marketing
  • Information Technology Applications
  • Tourism Marketing

Reviews and Testimonials

This work unites international contributors (primarily from India) in management studies, behavioral accounting, electronic engineering, and business administration. They shed light on applications and approaches in marketing in India’s service sector, especially in the tourism and banking industries. Some specific areas explored are banking brand positioning in India, marketing communication tools adopted by telecommunication service firms, tourism marketing strategy in Sikkim, service quality perceptions of customers in West Bengal’s insurance sector, and green marketing in the hotel industry. The book will interest those in innovation management, marketing management, and operation management.

– ProtoView Reviews

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

U. S. Panwar has rich experience in academics and industry. Graduate in Pharmacy& did MBA before doing his PhD. He is UGC NET qualified and pursuing M.A (Economics). Dr. Panwar has rich experience in R&D and published more than 20 papers in various research journals and presented 15 papers in various national and international seminars in India and abroad. He has been invited as Co-Chairperson for International Conference at VSOM. He was also invited for Expert lecture for International Programe for the students at Thamasat University, Bangkok, Thailand. He has authored two books, one of his book titles ‘Environmental Studies’ and other on Customer satisfaction perceptive. He is one of the six researcher selected for ICSSR-India and NRCT-Thailand for doing research in Thailand for the year 2014. He has attended many seminar/workshops like International workshop to establish Pan Asia platform for social science research co-operation (ASSA) at Bangkok to word a few. He has successfully completed yoga certification and Six Sigma Yellow Belt. He is closely associated with Social Governance, NGO, Training and Consultancy to various organizations.

Raj Kumar is D.Litt., Ph.D, MBA and M.Com, having 33 years of teaching and research experience. His areas of specialization are Insurance, Capital Market and Management of Microfinance Institutions. He has authored four books and completed three research projects. He has contributed many research papers to National and International seminars, conferences and workshops. He has also coordinated one Refresher course, one Entrepreneurial Development program and 4 QIPs. Prof. Raj Kumar was executive member of LIC Policy Holder Council and All India Commerce Association. He has special interests in contemporary issues like Micro Insurance, Corporate Governance and Public System Management. Prof. Raj Kumar is Chief Coordinator of Industry Institute Partnership Cell (AICTE sponsored) at Faculty of Management Studies. He was Coordinator, Technical Cell, V.C's office, BHU.

Nilanjan Ray is from Kolkata, India. He has obtained his M.Com (Mktg), MBA (Mktg), STC FMRM (IIT-Kgp), PhD (Management) from The University of Burdwan Department of Business Administration). He has 8 years teaching experience in BBA, MBA, BCom and 6 years Research experience and guided around 56 Post Graduate students’ project . Dr. Ray has contributed over 30 research papers in reputed National and International Referred, Peer Reviewed Journals and Proceedings. He has contributed 10 book Chapters and also Chief Editor of 4 Edited Book Volumes of IGI Global USA. He has also associated himself as a reviewer of Journal of Business and Economics, Research Journal of Business and Management Accounting and Journal of Service Marketing Emerald Group Publishing Limited, Research Journal of Business and Management Accounting, and as an Editorial Board Member of several referred Journals. He has also chaired in a technical session at IJAS Conference 2012, at Harvard University, Boston, USA. Dr. Ray is a life-member of the International Business Studies Academia.