Pravab

Although the services provided by an organization are very diverse, they have accounted for the performance of the organization (Kotler and Keller, 2007). There have been an increasing number in organizations that are selling services (Rotfeld, 2001). Since the early 1980’s, various author have recommended different service types based on different criterion (Chowdhary and Prakash, 2007). Kotler and Keller (2007) defined service as ‘any activity or benefit that one party can offer to another which is essentially intangible and does not result in the ownership of anything.’ Edvardsson (1998) suggest service to be viewed from the customer perspective as it is them who determines of the quality of the service provided. Service is very important in today context as it is the key for attracting new customers and retaining of existing ones. Bad service experience forces customers to switch the brand or the service provider in search for the one who provides them with satisfaction (Michel e...

When a company is established all they look for is sales, profit and market share. Without these, a company cannot survive for long. But there comes an instance where finance is not only the key to survival. Financially oriented marketing has been highly criticized as this objective may lead to socially irresponsive practices (Sirgy and Lee, 1996). The company not only has the responsibility to their stakeholders but the society in which they operates. Social responsibility marketing is a way in which the company manages marketing responsibly, which contributes to the society in which it operates for the well being of the society (Brassington and Pettitt, 1997). This doesn’t mean that the company is responsible to resolve all the issues in the society and it’s not practically possible too. What a company should do is to find out which issues to focus on depending on their resources so that they create a shared value and gain a competitive advantage (Porter and Kramer, 2006). This may...