Does service marketing enhance supplier and customer contact in the gig economy era? case analysis from Malaysian SMEs` women entrepreneurs

• Main Authors: Md Isa, Filzah, Jaganathan, Mathivannan, Sern, Vincent Yeow Cher, Ahmdon, Muhd Afiq Syazwan, Mohd Nafi, Siti Noratisah
• Format: Article
• Language: English
• Published: ExcelingTech Publishers 2020
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/26902/1/IJSM%209%201%202020%201105%201112.pdf; http://repo.uum.edu.my/26902/; https://ojs.excelingtech.co.uk/index.php/IJSCM/article/view/4432
• Institution: Universiti Utara Malaysia

This research explores the effectiveness ofservice marketing strategies among Malay women entrepreneurs and how this service marketing strategy affects business performance. The study employs a qualitative method by interviewing a women entrepreneur and their strategies to compete in the market. How...