The modern literature examines the debate concerning the influence of modern marketing services in schools. In this context, the need arises to evaluate how educational marketing finds resonance in secondary schools and how this is beneficial to the school community. This study examined the...

Conventional wisdom suggests that when business regulation is excessive, deregulation should enhance efficiency. The liberalization of services markets in Croatia demonstrates that this is not necessarily the case, particularly when features of the reform process allow undue influence by those...

Conventional wisdom suggests that when business regulation is excessive, deregulation should enhance efficiency. The liberalization of services markets in Croatia demonstrates that this is not necessarily the case, particularly when features of the reform process allow undue influence by those...

Businesses embrace a tremendous shift towards service-dominant logic in order to achieve and sustain advantage. To expand its influence, marketing needs to take on a service lens as well. The customer-centric approach tries to position value generation with processes that al-low customers to...

The online food delivery (OFD) industry has experienced significant growth and transformation, enabling businesses to operate in a dual-channel manner and diversify their revenue sources. The paper aims to investigate the impact of service marketing mixes on brand equity of Online Food Delivery...

To enhance the competitiveness of the traditional handicraft industry, providers should offer service experiences using their products (i.e., servitization) instead of merely selling them. Effective management for servitization in the traditional handicraft industry must consider the differences...

Purpose: This paper seeks to consider the influence of organisational culture and its relationship to employees' perception of the brand of the organisation they work for. It also aims to clarify where the responsibility lies for setting the organisational culture and whether that role is a...

The article summarizes the arguments and counterarguments about the features of the formation of competitive advantages in the Ukrainian market of services on the example of consulting for the period 2010-2021. According to the results of the analysis and generalization, the author’s...

"This prescient Handbook adopts an overarching perspective on service experiences in business contexts. Incorporating up-to-date research and empirical case studies, chapters focus on customer experience design, innovation and management in the digital era. The Handbook of Service Experience...