Service Marketing

Syllabus

MBA 922-18: SERVICES MARKETING

UNIT-I

Introduction to Services: Growth and Development of Service Sector Economy, Contribution to the Indian Economy, Service Characteristics, Service Classification, Service Marketing Mix. Consumer Behavior in Services: Customer Expectation of Service, Customer Perceptions of Service. Service Quality: Integrated Gaps Model of Service Quality. Prescriptions for Closing Quality Gaps

UNIT-II

Managing Relationships in Services: Building Customer Loyalty, Complaint Handling and Service Recovery Strategies. Service Development and Design: Challenges of Service Design, Types of New Services, Core and Supplementary Elements, New Service Development Process. Service Blueprinting: Nature, Need and Process of Blueprinting. Physical Evidence and the Servicescapes: Nature, Importance and Types, Role and its Effect on Consumer Behaviour.

UNIT-III

Delivering and Performing Service through Employees and Customers: Service Culture, Employee‘s Role, Strategies to Deliver Quality, Cycle of Failure, Mediocrity and Success, Self service Technologies and Customer Participation. Delivering Services through Intermediaries: Nature and Types of Intermediaries, Role of Electronic Channels in Service Delivery. Managing Demand and Capacity: Waiting Line Strategies Integrated. Integrated Services Marketing Communications and Services Marketing Triangle

UNIT-IV

Pricing of Services: Pricing Approaches, Pricing Strategies. Service Marketing Applications: Marketing of Services in Financial, Healthcare and Hospitality Sectors.