Service Branding Based Consumer Trust in telecommunication Services

ISBN-13: 9786202059008 / Angielski / Miękka / 272 str.

Kumar Ratnesh; Amit Kansal

Opis

In Present Scenario service branding model does not differ in kind from that of products, only in degree. He argues that the main difference in building brand equity for products compared to services is the great importance of service performance, meaning human performance for services rather than machine performance for products. Telecommunication services are also having all the characteristics of services unlike other services they are intangible, perishable, in nature. This Book's USP There are so many research contribution in Service Branding in telecom Services, but very few number of the research is discuss about role of service branding(including Brand Loyalty, Brand Association, Perceive Quality , Brand Awareness) for generating consumer trust which ultimately affecting the consumer behavior of telecom users.

O autorze

Ratnesh, KumarDr. Kumar Ratnesh is qualified Management Professional (M.B.A, M.Phil. PhD) with 14 years of valuable experience. He is currently working as an Assistant Professor in Dewan Institutes of Management Studies Meerut. He has more than 40 Research papers in Springer/Scopus/ABDC/UGC Referred Journal. He has 10 Patents,12 FDP, 4 Edited books.