International Journal on Customer Relations

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Designing Service Offering in the E-Marketing Era: A Case Study of Ola Cabs


Affiliations
1 Department of Management Studies, Jai Narain University, Jodhpur, Rajasthan, India
     

   Subscribe/Renew Journal


While service aspects have been a significant issue in the academic literature since years, the growth of ICT has stimulated a growing interest from wide-ranging experts and scholars. We present the case of Olacabs, the online car aggregator company of India; discussing how it has designed its service offering. Making an allowance for e-marketing, it has been able to establish a good connect with its target market by means of a well-designed service offering. The purpose of the paper is not to develop a hypothesis and test it rather develop an understanding of service offering 'the Ola's way'. A model has been proposed in the paper on basis of the case analysis of the company. The model portrays the service offering of an e-service company and the way it designs the service elements, where instances from the marketing moves of Ola have been cited to support the framework. Thus, the paper contributes towards the development of a conceptual framework for gaining insights on development of a service offering for an enhanced service quality in the e-marketing era.

Keywords

Service Offering, E-Marketing, E-Service, E-Business, Online Marketing.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.

  • Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.

  • Grönroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. Jossey-Bass.

  • Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9), 919-925.

  • Murray, K. B., & Haubl, G. (2002). The fiction of no friction: A user skills approach to cognitive lock-in. NA-Advances in Consumer Research, 29.

  • Parsuraman, A., & Grewal, D. (2000).The impact of technology on the quality-value-loyalty chain: a research agenda. Journal of the Academy of the Marketing Science, 28(1), 168-174.

  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.

  • Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.

  • Shrivastava, A. (2015). Taxi aggregator Olacabs ropes in AuthBridge for drivers’ verification. The Economic Times. Retrieved from http://economictimes.indiatimes.com/industry/transportation/shipping-/-transport/taxi-aggregator-olacabs-ropes-in-authbridge-for-drivers-verification/articleshow/45934821.cms

  • Shrivastava, A. (2016). Uber is as big as Ola with 50% market share: India ceo amit jain. The Economic Times. Retrieved from http://economictimes.indiatimes.com/small-biz/startups/uber-is-as-big-as-ola-with-50-market-share-india-ceo-amit-jain/articleshow/52612017.cms

  • Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: An initial examination. Journal of Retailing, 76(3), 309-322.

  • Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163-178.

  • Van Riel, A. C., Liljander, V., & Jurriens, P. (2001). Exploring consumer evaluations of e-services: A portal site. International Journal of Service Industry Management, 12(4), 359-377.


Abstract Views: 451

PDF Views: 1




  • Designing Service Offering in the E-Marketing Era: A Case Study of Ola Cabs

Abstract Views: 451  |  PDF Views: 1

Authors

Neelam Kalla
Department of Management Studies, Jai Narain University, Jodhpur, Rajasthan, India
Hemaprabha Purohit
Department of Management Studies, Jai Narain University, Jodhpur, Rajasthan, India

Abstract


While service aspects have been a significant issue in the academic literature since years, the growth of ICT has stimulated a growing interest from wide-ranging experts and scholars. We present the case of Olacabs, the online car aggregator company of India; discussing how it has designed its service offering. Making an allowance for e-marketing, it has been able to establish a good connect with its target market by means of a well-designed service offering. The purpose of the paper is not to develop a hypothesis and test it rather develop an understanding of service offering 'the Ola's way'. A model has been proposed in the paper on basis of the case analysis of the company. The model portrays the service offering of an e-service company and the way it designs the service elements, where instances from the marketing moves of Ola have been cited to support the framework. Thus, the paper contributes towards the development of a conceptual framework for gaining insights on development of a service offering for an enhanced service quality in the e-marketing era.

Keywords


Service Offering, E-Marketing, E-Service, E-Business, Online Marketing.

References