TY  - BOOK
AU  - Verma, Agrim
AU  - Bedi, Monica
TI  - Service-Dominant Orientation in Two-Wheeler Industry in India
KW  - service-dominant orientation scale
KW  - buyer-seller relationship
KW  - transactional exchange
N2  - The recent perspective on customer orientation in marketing world focuses on service-dominant orientation. Service-dominant orientation involves an interactional role of the customer by emphasizing on the importance of customer as cocreator of value. The paper aims to study service-dominant orientation in two-wheeler industry in India, and also the perception about service-dominant orientation in two-wheeler industry across gender, educational qualification and monthly income. The study is descriptive in nature. The authors use the service-dominant orientation scale consisting of six distinct dimensions, namely, relational interaction, ethical interaction, individuated interaction, empowered interaction, concerted interaction and developmental interaction. The test used for analysis includes oneway ANOVA. The results indicate that service-dominant orientation plays a critical role in enhancing buyer-seller relationship. The involvement of customers as value cocreators improvises the whole process of transactional exchange. Services play a significant role in two-wheeler industry in India because of high levels of competition and rivalry between players in the industry
ER  -