This case study analyzes service marketing practices in education at Banaras Hindu University, revealing key implications for growth.
Service industry has played a vital role in the growth of any country’s economy. Nowadays, it becomes one of the most emerging sectors in the world economy. Services are all around us. As a consumer we use services every day. In many regions the growth in the service economy is broadly recognized and increasingly contributes to the development of economy. The dominance of the service sector is not limited to highly developed nations but also in developing nations as it plays a tremendous role in the creation of new job opportunities. A service can be described as an act, a process and a performance. The service sector includes a wide range of industries such as the education industry, hospitality, the tourism industry, financial services, charities, the arts and public utilities, banking, insurance, restaurants, hotels, etc. Being an emerging economy India also became a hub of services industry. Education industry in India has been flourishing. There are 41 Central Universities in India. Among all of them Banaras Hindu University is one of the pioneer, reputed and popular varsities. The paper deals with the services marketing of education and services marketing mix followed by BHU.
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Dubey et al. (2015) studied this question.
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