
Interactive Marketing 371
ASSIGNMENTS
1. Recollect your recent experience with a service
organization and prepare a report on
(a) the experience-generating moments.
(b) the way those moments are managed by the
service company
2. Organized retailing registered substantial growth
during the last decade. Shopping malls have come
up in almost all urban localities. e malls promise
buying experience as well as shopping experience
to the consumers in service interactions. You are
required to study
(a) the interactive process in a shopping mall.
(b) the determinants of employee and consumer
participation behaviour.
REFERENCES
1 M. Hammer ...