Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities

Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities

Muhammad Sabbir Rahman (North South University, Bangladesh), Mahmud Habib Zaman (North South University, Bangladesh) and Md Afnan Hossain (North South University, Bangladesh)
Release Date: December, 2018|Copyright: © 2019 |Pages: 171
ISBN13: 9781522578918|ISBN10: 1522578919|EISBN13: 9781522578925|DOI: 10.4018/978-1-5225-7891-8


The contribution of small and medium enterprises (SMEs) is acknowledged as an influential engine to economic growth. However, the biggest challenge faced by these SMEs is the lack of competitive service offerings for their target customers due to unstandardized products and a lack of consumer engagement and strategies.

Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities is an essential reference source that provides guidelines on how SMEs can achieve sustainability through positive marketing outcomes and effective customer services. Featuring research on the assessment of SMEs’ customer service expectation, listening to customers through qualitative research, service quality model and its marketing implications, integrated marketing communications for SME environments, effective service encounters, and relationship developing strategies for SMEs, this publication provides new models for managers, industry professionals, academicians, and researchers.

Topics Covered

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

  • Brand Equity
  • Business Ethics
  • Customer Experiences
  • Customer Support
  • Integrated Marketing Communication
  • Marketing Implications
  • Relationship Development
  • Service Marketing
  • Service Quality
  • Small and Medium Businesses

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Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Dr. Muhammad Sabbir Rahman currently is an Associate Professor at Department of Marketing and International Business at North South University (NSU). He obtained his PhD from International Islamic University Malaysia (IIUM) from Department of Business Administration. During the tenure of his PhD and teaching career in different Universities he has demonstrated excellent research and teaching skill, worked under various local and international projects which were supervised by top researchers from various Universities. In the meantime, he has already published above 100 articles in different international journals and presented 30 proceedings at home and abroad. Until now he has appointed as an editorial member of 20 journal local and international and member of 7 top associations in his fields. His research focuses are on service quality, health care marketing, tourism marketing, and knowledge management.
Mahmud Habib Zaman is currently serving as Senior Lecturer at the Department of Marketing & International Business, School of Business and Economics at North South University. Mr. Zaman completed his Master’s degree from Queen Mary, University of London majoring in International Management & Marketing. During his academic services, Mr. Zaman has taught in several renowned universities in Bangladesh including Institute of Business Administration (IBA), University of Dhaka, American International University – Bangladesh (AIUB) and Independent University Bangladesh. Mr. Zaman has published a good number of article which are ranked by Australian Business Deans Council (ABDC) and indexed by Thomson Reuters Emerging Sources Citation & Scopus. His research interest are concentrated in the field of Consumer Behavior (including that of Bottom of Pyramid Markets), Service marketing and rural marketing. Mr. Zaman is also currently the Head of the Self-Assessment Committee (SAC) of the Institutional Quality Assurance Cell (IQAC) at North South University. IQAC is a joint project of the World Bank and University Grants Commission (UGC) of Bangladesh under Higher Education Quality Enhancement Project (HEQEP). Moreover, Mr. Zaman is also serving as the marketing consultant for a renowned Life Insurance company in Bangladesh; i.e. National Life Insurance Co. Ltd.
Md Afnan Hossain has been working as a full-time faculty member in the Department of Marketing and International Business (MIB) at NSU, SBE since January 2016. Mr. Hossain received his MSc degree in International Marketing Management from the University of East London, UK. He completed Strategic Marketing course at the prestigious Imperial College London and also completed knowledge-based courses from the University of Oxford and University of Cambridge, UK. Before joining NSU, Mr. Hossain worked as a full-time lecturer in the School of Business Studies at Southeast University. He also took courses at North South University as an adjunct faculty member. Besides teaching, Mr. Hossain also involves in research activities. He has demonstrated excellence in research by publishing a good number of international journals (including journals ranked by ABDC, ABS and Indexed in Thomson Reuters Emerging Sources Citation & Scopus). His research interest lies in marketing analytics, big data analytics, and services marketing sectors.