Services Marketing

                                                                                                                                                                Syllabus

SERVICES MARKETING

(BBA 611-18)

Unit-I

Introduction of Service Marketing: Introduction, Meaning of Services, Service and Technology, Characteristics of Services Compared to Goods,  Services Marketing Mix, Growth of Service Sector and Service Industry.

Unit-II

Focus on Customer: Consumer Behaviour in Services, Customer Expectations of Services, Customer Perception of Services, Building Customer Relationships, Customer Defined Service Standards, Service Recovery.

Unit-III

Integrated Services Marketing Communication, Pricing of Services, Service Innovation and Design, Physical Evidence and Servicescape, Managing Demand and Capacity of Services.

Unit-IV

Service Delivery: Employees Role in Service Delivery, Customer Role in Service Delivery, Delivering Services through Intermediaries and Electronic Channels, GAPS Model of Service Quality, Ethical Aspects in Service Marketing.