By Roland T. Rust, P.K. Kannan
The arrival of the period of "e-Service," the supply of providers over digital networks just like the web, is without doubt one of the dominant company subject matters of the recent millennium. It displays the elemental shift within the economic system from items to companies and the explosive enlargement of knowledge know-how. This e-book offers a set of other views on e-Service and a unified framework to appreciate it, at the same time the enterprise group grapples with the concept that. It positive factors contributions from key researchers and practitioners from either the non-public and public sectors, besides best students from the fields of selling, info structures, and machine technology. They concentrate on 3 key components: the customer-technology interface; e-Service enterprise possibilities and methods; and public quarter e-Service possibilities. The insights they provide should be both invaluable to scholars, students, and practitioners.
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Extra resources for E-Service: New Directions in Theory and Practice
In the case of online mortgages, an example referred to earlier, a logical target market might be tech-savvy real estate agents because they render advice to home buyers on where to obtain financing. A provider of e-Services for small businesses might reach out to chambers of commerce, initially seeking a forum with the most techno-ready members who will advise their peers. While not every e-Service company has its own force of evangelists, many of them practice similar strategies that have the same impact.
When is an e-Service designed to be truly customer-focused? The following are some criteria to consider when evaluating e-Services: • First of all, the service should be intuitive, so that the protocols for its operation match what users expect. For example, the labels on links TECHNO-READY MARKETING OF E-SERVICES • • • • • 41 should lead to the functions or content that are consistent with their meaning to users. The service should also be efficient, taking minimum time to master. For example, a lending service that requires a lot of entry of personal data should have an easy-to-use template.
A marketer should not try to target one single segment, but should assume that each segment will eventually enter the market in its respective time frame. To illustrate, for a mature service that is not technology intensive, the newest customers will always be those who have entered the life cycle where they first encounter a need. For example, the new customers for mortgage bankers will be first-time home buyers. However, many mortgage providers are shifting to an online process that collects and approves applications over the Internet.