Building a Services Brand
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...Building a Services Brand Introduction: A study points out that in 1989, 62.6% of the workforce in India was engaged in agriculture, 10.8% in industry and 15% in services. In stark contrast, in the same year, in the United States, 2.8% of the labor force was absorbed in agriculture, 18.4% in industry and 78.8% in services (Dash 109). This shows the extent to which the services sector dominates developed economies. Success of a services brand is driven principally, on the one hand, by the quality of services and, on the other, by customers’ service experiences. The former is an internal factor and the latter an external one. Striking a balance between the customer... ?Ramakrishna Surampudi 06 August...