Includes bibliographical references.

Service experience and co-creation -- Service branding and Servicescapes -- Transformative services.
1.Introduction to Service Experience and Co-creation
Sanjit Kumar Roy
Pages 3-4
Case Study 1: Co-creating Value with Online Banking Services: The Case of Maybank
Nurul Shahnaz Mahdzan, Amrul Asraf Mohd-Any, Zalfa Laili Hamzah
Pages 5-16
Case Study 2: Starbucks Philippines: Brewing a Filipino-American Experience
Monali Hota, David Newlands
Pages 17-25
Case Study 3: Co-create a Smart Phone Brand with Consumers via Social Media: A Case Study of Xiaomi in China
Sophie Yang, Anna Wos
Pages 27-34
Case Study 4: Managing Customer Complaints: The Case of Imperial Orchid Hotels in Thailand
Jaywant Singh, Benedetta Crisafulli
Pages 35-43
Case Study 5: Amazon.in: Surviving in a Jungle
Sanjit Kumar Roy, Rajdeep Charaborti
Pages 45-59
Service Branding and Servicescapes
Front Matter
Pages 61-61
2.Introduction to Service Branding and Servicescapes
Dilip S. Mutum
Pages 63-65
Case Study 6: Malaysian Airlines Versus AirAsia: Customer Satisfaction, Service Quality and Service Branding
Sujana Adapa, Sanjit Kumar Roy
Pages 67-75
Case Study 7: Häagen-Dazs China: The Luxury Icing on the Cream
David Newlands, Monali Hota
Pages 77-88
Case Study 8: iGaranti: Expanding the Frontiers of Mobile Banking Innovation
Selcen Ozturkcan, Deniz Tuncalp
Pages 89-106
Case Study 9: Happy Textile: Is Store Atmosphere Still A Priority?
Tjong Budisantoso, Johnny Jermias, Adrian Bradshaw
Pages 107-116
Case Study 10: Social Media and Customer Engagement at Makemytrip.com
Bidyanand Jha, Anita Kshetri
Pages 117-132
Transformative Services
Front Matter
Pages 133-133
3.Introduction to Transformative Services
Sanjit Kumar Roy
Pages 135-136
Case Study 11: Prince Court Medical Centre (PCMC): The Hospital with a 5-Star Hotel-Like Experience and Beyond
Amrul Asraf Mohd-Any, Nurul Shahnaz Mahdzan
Pages 137-147
Case Study 12: Indian Armed Forces Disaster Management Services in Kashmir Floods 2014: “Operation Megh Rahat”—A Case of Transformative Service
Dipanjan Kumar Dey
Pages 149-157
Case Study 13: Wellbeing Through Travel: High Value-Low Impact Tourism in the Developing Country, Bhutan
Raechel Johns, Thinley Namgyal
Pages 159-168
Transformative Services
Case Study 14: Reliance Indian Limited (RIL): Growth Through Innovation?
Sudeepta Pradhan, Sanjit Kumar Roy
Pages 169-182
Conclusion
Sanjit Kumar Roy
Pages 183-184

This casebook provides students and academics in business management and marketing with a collection of case studies on services marketing and service operations in emerging economies. It explores current issues and practices in Asia, across different areas, countries, commercial and non-commercial sectors. This book is important and timely in providing a framework for instructors, researchers, and students to understand the service dynamics occurring in these countries. It serves as an invaluable resource for marketing and business management students requiring insights into the operationalization of services across different geographical areas in Asia. Students will find it interesting to compare and contrast different markets covering important aspects related to services. Taken from the Publisher's Site.