Services Marketing

                                                          Syllabus

304 MKT: SERVICES MARKETING

Unit-1: Services Marketing- An Insight into Emerging Sector of Economy

Introduction, Nature & Definition of Services, Difference between Goods & Services: Service-Continuum, Key Classifications of the Services, Service Characteristics; Traditional Elements of Services Mix; Need for Extended Marketing Mix Elements in Services. Need to Study Service Marketing: Evolution of Services as Value Contributors, Service Sector beyond 2020 - Indian, Asian & Global Perspectives.

Unit-2: Role of Process, People & Physical Evidence in Services Marketing:

Process - Service system - Service System, Servicescape and Servuction System, Importance of Process in Services; Service Blueprint; Mapping the Process- Horizontally & Vertically; Variety in Service Process; Value addition in Process.

People- The Key to a Service Marketing; People Dimensions in Services Marketing; Service Encounters; High-Contact & Low-Contact Services; Emotions in Service Situations; Service Profit Chain; Service Culture Physical Evidence- Contribution of Physical Evidence to the Service Understanding, Managing the Physical Evidence in Service Marketing.

Unit-3: Managing Consumer Behaviour & Service Quality:

Consumer and Organisational Behaviour in Services – Understanding Our Customers & Collaborators in Services, Stages of Service Consumption Service Quality- Levels & Dimensions; Service Quality Models - ServQual, GAP Model and Critical Incident Model. Managing Demand and Capacity - Capacity Constraints, Understanding Demand Patterns, Strategies for Matching and Adjusting Capacity and Demand Service Recovery, Service Recovery Process, Impact of Service Failures, Nature of Complaining Behaviour-Complaint Resolution.

Unit-4: Segmentation, Targeting & Positioning of Services in Modern Era:

Bases for Segmentation of Services; Selecting Target Market & Approaches; Techniques of Positioning Services. Managing of Relationships in Services Marketing, Service Marketing Triangle, Current Customer Retention and Customer Lifetime Value. Service Marketing Strategies for Small and Medium Enterprises: Importance & Challenges.

Unit-5: Marketing of Services: New Paradigm and Perspectives:

Customer as the Centre of Attention; Services as Key Differentiators; New Service Opportunities: Emergence of Work from Home, Automation & New Technologies in Services; Service Marketing Opportunities in India.

Applications of Service Marketing: Marketing in Tourism, Retail, Hospitality, Airlines, Telecom, IT & ITES, Sports & Entertainment, Logistics, Health Care Sector, Event Management Services and Banks & Financial Sector, Non-Profit Organisations.