Services Marketing

                                                                                                                                                             Syllabus

                                                   (Course Code: 20IMG23GM3)

Unit-I

Introduction to Services: Service and Technology, Goods versus Services, Service Marketing Mix, Gap Model of Services, Important Service Industries-Hospitality and Tourism, Transportation, Telecom, Banking and Insurance, Education and Entertainment, Healthcare. Service Classification and Challenges in Service Business.

Unit-II

Focus on the Customer: Consumer Behaviour in Services, Customer Expectation of Services, and Customer Perception of Services. Elements in an Effective Services Marketing Research Programme, Building Customer Relationship, Relationship Development Strategies, Reasons of Service Failure, Service Recovery and Strategies.

Unit-III

Aligning Service Design and Standards: Challenges of Services Innovation and Design, New Service Development Process Service Blueprinting, Customer-defined Service Standards and its Types, Physical Evidence and types of Servicescape, Strategic Roles of Servicescape.

Unit-IV

Delivering and Performing Services: Employees Role in Service Delivery, Customers Role in Service Delivery, Delivering Services through Intermediaries and Electronic Channels, Strategies for Matching Capacity and Demand, Key Service Communication Challenges, Approaches to Pricing Services, Financial and Economic Impact of Services.