Page 175 - DMGT522_SERVICES MANAGEMENT

Services Management

Notes However, this requires more research and one area of research would be to determine the
different levels of aggregation and their relevance in different high technology sectors, in
order to provide more structured managerial guidance.
7.7 Keywords

Innovation: It is widely acknowledged that there are different forms of inventive activity with
different contextual origins and there has been substantial effort ever since the work by
Schumpeter in defining common elements of a wide range of innovations.

Ability to Innovate: A firm’s ability to innovate has been studied looking at the relationship
between firm size and R&D productivity.

E-Commerce: doing business on the internet
Technology: refers to the means by which a firm transforms inputs (labor, knowledge, capital,
raw materials) into outputs (goods, ideas or services).
Business-to-Consumer (B2C): It is the direct trade between companies and end consumers. This
is the direct selling via the Internet.
CRS: Computerised Reservation System
LIC: Life Insurance Corporation

7.8 Review Questions

1. What is the role of technology in service marketing?
2. Describe about approaches in technology areas.

3. Explain the different ways in which technology can make marketing of services more
effective.

4. How would you go about explaining “information technology paradox” to a banker?
Will it also take place in the retailing industry?

5. What can be the rationale for the information technology paradox to take place?
6. Explain the case of a courier or a multi-modal company applying technology for processing
customers’ total solutions.
7. How cost drivers affect the service industry?
8. Discuss the concept of Internet Service Design.

9. How service delivery can be done in web industry?

Answers: Self Assessment

1. True
2. True
3. True

4. True

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