E-Service Marketing

E-Service Marketing

Ali Ghorbani (Payame Noor University, Iran) and Emel Kursunluoglu Yarimoglu (Yasar University, Turkey)
Copyright: © 2014 |Pages: 8
DOI: 10.4018/978-1-4666-4864-7.ch001


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.
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In today's competitive world, electronic retailing business model has been becoming more popular since the retailers have begun to operate their activities over the internet. Electronic retailing has been started to call “e-tailing” which is a new term in marketing literature. As types of e-tailing click-only and click-and-mortar business models have raised instead of brick-and-mortar model and they have begun to spread all over the world. Click-only companies operate through only online stores via the internet without any brick-and-mortar market presence and click-and-mortar companies operate through both online and physical stores.

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