Generally, the discipline of service marketing builds on western thought. Given the difference in the Indian cultural context, how can one start with exploring the Indian side where the academic community asks for a literature base that is essentially derived from the west?
1. There is no harm in developing the literature base on the basis of studies done in different cultural settings as the basic concepts will not change with change in culture and also the effect of culture can be captured better when the review is based on studies done in different cultural settings.
2. A large no. of studies have been conducted on service marketing (on individual variables as well as models testing inter-relationship between variables) in Indian context generally using the measures developed in western context (adapted for Indian cultural setting), thereby testing the measures in Indian context. Some of these studies have used model testing methods (CFA and SEM). These studies have captured both the similarities and dissimilarities and thus have captured the effect of Indian culture in services marketing area. I have conducted/guided some of the studies in service marketing in Indian context. If you need any of them I can provide the references or e-copies.
Dr. S. S. Bhakar
You can various papers based on service marketing with in Indian Context. My area is also Service marketing and I have conducted many researches in service like insurance, banking, retail, stock market etc.we can adopt various models which are developed in western culture but with some modification according to Indian context.
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