Designing Service Offering in the E-Marketing Era: A Case Study of OLA Cabs

Abstract

While service aspects have been a significant issue in the academic literature since years, the growth of ICT has stimulated a growing interest from wide-ranging experts and scholars. We present the case of Ola cabs, the online car aggregator company of India, discussing how it has designed its service offering. Making an allowance for e-marketing, it has been able to establish a good connect with its target market by means of a well-designed service offering. The purpose of the paper is not to develop a hypothesis and test it rather develop an understanding of service offering the Olas way. A model has been proposed in the paper on basis of the case analysis of the company. The model portrays the service offering of an e-service company and the way it designs the service elements, where instances from the marketing moves of Ola have been cited to support the framework. Thus, the paper contributes towards the development of a conceptual framework for gaining insights on development of a service offering for an enhanced service quality in the e-marketing era.

Keywords: Service Offering, e-Marketing, e-Service, e-Business, Online Marketing

View PDF