000			01797nam a2200193 4500
999			_c51143 _d51143
003			OSt
005			20190425123955.0
008			190425b ||||| |||| 00| 0 eng d
100			_aVerma, Agrim _933481
245			_aService-Dominant Orientation in Two-Wheeler Industry in India.
300			_a37-53 p.
520			_aThe 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
653			_aservice-dominant orientation scale
653			_abuyer-seller relationship
653			_atransactional exchange.
700			_aBedi, Monica _933482
773	0		_030416 _974209 _aMURTHY, E N _dIUP PUBLICATION HYDERABAD _o55510090 _tBUSINESS STRATEGY
942			_2ddc _cJA-ARTICLE