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E-Servicescape in Service: Theoretical Underpinnings and Emerging Market Implications

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Services Marketing Issues in Emerging Economies

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Abstract

Electronic servicescape referred to as e-servicescape provides a virtual environment to the prospective customer who is actively or casually looking for purchasable products/services online. It plays a significant role in facilitating the surfing experience through its ambience, search aids, design and different functional aspects within a particular online platform. In the context of the digitally driven transformation shaping the present-day business landscape, understanding the role of e-servicescape is germane. Hence, this research chapter attempts to explain the concept of e-servicescape touching upon essential elements and dimensions of e-servicescape through review of past literature and contemporary practices. The role of internet in the birth of e-servicescape and its consequent significance in the service sector are highlighted. This chapter presents a holistic e-servicescape model in an attempt to aid researchers and marketers doing business in the online platforms to strategize their move considering the innovations and amendments essential for delivering the best service experience to its key stakeholders. Furthermore, the relevance of the e-servicescape model in the context of emerging market is discussed to equip marketers with critical insights that would help in developing market-specific service delivery strategies.

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Authors and Affiliations

  1. International Management Institute Kolkata, Kolkata, India

    Rituparna Basu & Sayani Mandal

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  1. Rituparna Basu
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  2. Sayani Mandal
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Correspondence to Rituparna Basu .

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Editors and Affiliations

  1. IIMK Campus, Indian Institute of Management, Kozhikode, India

    Atanu Adhikari

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Basu, R., Mandal, S. (2020). E-Servicescape in Service: Theoretical Underpinnings and Emerging Market Implications. In: Adhikari, A. (eds) Services Marketing Issues in Emerging Economies. Springer, Singapore. https://doi.org/10.1007/978-981-15-8787-0_7

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