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Services Marketing, 2nd Edition by K. Mohana Rao

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18

Interactive Marketing

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the dimensions of interactive marketing

  • Describe the service encounter

  • Understand the determinants of employee and customer behaviour at service encounter

  • Understand the moments of truth and its management

  • Identify the measures to enhance employee and customer participation

Sindhura, Shraddha and Shruti are three boisterous college students who are unhappy with the way they look. Determined to follow in the footsteps of their favourite actors and attain the perfect figure, they consulted a doctor on the best possible ways to lose weight quickly. The wizened old man looked at the three youngsters, asked them about their lifestyle and ...

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