Services Marketing

                                                                                                                    Syllabus

                                                                                                            Code:  18 MBA 304 A

SERVICES MARKETING (SM)

Module‐I

Introduction to Services Marketing, Characteristics of Services Compared to Goods, Emergence of Service Economy, Services Marketing Challenges, Service Encounter, Service Blueprint, Service Triangle, Service Scape, Service Marketing Mix.

Module‐II

Quality Issues and Models, Gap Analysis, SERVQUAL, Application of SERVQUAL, Service Product, New Service Development, Branding, Packaging, Pricing, Promotion, Service Delivery Channels: Direct Channels, Franchising, Agents, Brokers, Internet Channels, Channel Conflicts and Resolution.

Module-III

Building Customer Relationships- Relationship Marketing, Relationship Value of Customers, Customer Profitability Segment, Customer Life Time Value, Relationship Development Strategies, Relationship Challenges, e-CRM, Service Consumer Behaviour, Service Failure & Recovery, Service Research and Innovations ‐Financial Services, Tourism Services, Education Services, ITES, Telecom Services, Health Services.