International Journal of Applied Service Marketing Perspectives

Integrating Technology and Human Elements in Modern Service Marketing

Dr. Subhashree Panda — Sun, 27 Apr 2025 00:00:00 +0530

Many observers have speculated about what an operations strategy is but failed to pin it down to a specific category or explain how it differs from other common operational approaches. The decisions that go into crafting an operations strategy are examined against the backdrop of the several perspectives on how to formulate a strategy, such as the resource based and market driven perspectives. Based on the data, it is clear that these strategies are made up of a wide variety of components, which in turn reflect the wide range of available resources, skills, and expertise. However, the needs of the market and other forces in the supply network play a role in shaping their make-up and the linkages among them. The book concludes with a discussion on how these strategies and their constituent parts might be modified to accommodate various competing goals. This latter point is novel, extends the scope of the inquiry beyond simple definitions, and has obvious practical and theoretical ramifications.

Examining the Influence of Artificial Intelligence on Service Marketing

Dr. Rajiv Suman — Sun, 27 Apr 2025 13:36:02 +0530

Artificial intelligence (AI) has been on the rise in a number of sectors in recent years, including the scientific, commercial, medical, automotive, and educational communities. The use of artificial intelligence in advertising has also become commonplace. The study intends to investigate the extent to which AI is employed in marketing and the consequences this has for marketing professionals. The authors posed two study questions: what applications of AI exist in marketing, and what benefits does AI provide to marketing managers. The writers looked into secondary sources for the answers, citing AI instances in advertising. The examination of the collected instances demonstrates the widespread introduction of AI into the marketing industry, although with practical applications. Perhaps this is the result of cautiously testing the waters with the cutting-edge equipment. Caution in putting these advances into reality may also be influenced by the unknown results of AI application. The examples we gathered show how AI affects every facet of the marketing mix, from the creation of ads to the administration of marketing departments. Implications for business are provided in the article, with specific attention paid to how to apply AI into marketing, how to develop innovations, and how to incorporate the new talents into a marketing team.

Adverse Effects of Advertising on Children

Dr. Varsha Agarwal, Dr. Nazir Ahmad — Sun, 27 Apr 2025 13:41:09 +0530

Commercials featuring celebrities are more likely to be remembered by viewers. When an endorsement deal is in place between a public figure and a company, any negative press about the celebrity might potentially affect sales of the endorsed goods for children. A child's choice for a brand and subsequent actions may be influenced by advertising. There is evidence that exposure to advertising aimed at children (particularly those younger than eight) may increase parent-child disputes when the children in the commercials are denied their perceived needs or wants. A child's susceptibility to health issues like diabetes and obesity may be influenced by exposure to advertisements for junk food. And sophisticated cigarette and alcohol marketing that sidestep local regulations may encourage minors to indulge in these vices. Public service announcements are one way that advertisements may help kids. Alcohol companies have prepared commercials that caution viewers about the perils of drinking and driving and promote the consumption of healthy foods like milk.

Evaluating the Efficacy of YouTube Advertising for the Service Industry

Dessy Kurnia Sari — Sun, 27 Apr 2025 13:47:04 +0530

In recent years, online video advertising has played a significant role in boosting brand recognition. The purpose of this study is to create and evaluate a workable conceptual framework for understanding how the peculiarities of video advertising and technological interaction affect the receptivity of targeted advertising messages and the behavioural intention of target audiences. Advertising that is both educational and technologically interactive has been proven to have a direct effect on brand identification in a number of studies. Unexpectedly, the level of advertisement intrusiveness was shown to have no impact on recall of specific brands. Recognizability of the brand had an effect on the consumer's propensity to buy.