Paths to Digital Transformation in Services Marketing

Sasmita Kant Maurya

Chapter 4 in Fresh Perspectives on India's Organizational Dimension, 2024, pp 79-104 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Technological innovations and interventions are guiding today’s business environment. Disruptions in existing business models have enabled newer forms of production and consumption trends. Applications of new-age technology like artificial intelligence and blockchain in the services sector are vastly visible. However, the path to digital transformation of different services marketing environments is unclear.This chapter uses multiple case studies (from data available in the public domain) of four service companies from India to help understand the digital transformation strategies of service companies in general. It examines the digital transformation of marketing of services given their unique characteristics of heterogeneity (service offered by other staff will be perceived differently by customers), intangibility (service cannot be owned or seen, it is only experienced), inseparability (service is produced and consumed at the same time), perishability (service experience cannot be stored), demand fluctuation and service quality measurement.Finally, it draws on the Indian ethos and wisdom to suggest a comprehensive framework to pull together a digital transformation program for services marketing with organizational and technological implications.

Keywords: Organizational Design; Performance; Organizational Learning; Digitisation; Organizational Structure; Organizational Change; Indian Organizations (search for similar items in EconPapers)
JEL-codes: L2 L22 (search for similar items in EconPapers)
Date: 2024
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