Assessment of Business model in the service industry on a global process perspective

Abstract: Service marketing is something new, and a lot of companies are working on answering the demand as best they can. Consumption behaviour implies a lot of changes in every market, and companies have to deal with all these changes. Companies must be able to adapt their strategy to be competitive. This has implications for the different models they use to adapt. Furthermore, there is a big difference between the theory and the practice. There are a lot of variables that must be taken into consideration in order to develop the best strategy and to offer the best service possible. During this research, the authors have used a qualitative case study with an abductive approach to develop a theoretical model based on the theory and the practice. Through interviews, the authors have discovered the importance of following the "flow". Companies need to be always be updated by developing a CRM. But also the variable technology that plays an important role in offering a certain product or service. Moreover, the industry is growing very fast, and companies must be able to change all the time and develop new product to be real competitors. So this investigation provides a model that varies from market to market with an explanation of how to develop a certain strategy based on all the information you can gather.