Services Marketing

Syllabus

20MBAMM303

Services Marketing

Module-1 Introduction to services                                                                                               9 Hours

Reasons for the Growth of Services Sector and its Contribution; Difference in Goods and Service Marketing; Characteristics of Services; Concept of Service Marketing Triangle; Service Marketing Mix; GAP Models of Service Quality.

Consumer Behaviour in Services: Search, Experience and Credence Property, Consumer Expectation of Services, Two Levels of Expectation, Zone of Tolerance, Factors Influencing Customer Expectation of Services.

Customer Perception of Services-Factors Influencing Customer Perception of Service, Service Encounters, Customer Satisfaction, Strategies for Influencing Customer Perception.

Module -2 Market Research for Customer Expectation                                                           9 Hours

Key Reasons for Gap Using Marketing Research to Understand Customer Expectation, Types of Service Research, Building Customer Relationship through Retention Strategies –Relationship Marketing, Evaluation of Customer Relationships, Benefits of Customer Relationship, Levels of Retention Strategies, Market Segmentation-Basis & Targeting in Services.

Module -3 Customer Defined Service Standards                                                                   9 HOURS

“Hard” & “Soft” Standards, Challenges of Matching Supply & Demand in Capacity, Four Common Types of Constraints Facing Services, Optimum v/s Maximum Use of Capacity, Strategies for Matching Capacity & Demand. Yield Management-Balancing Capacity Utilization, Pricing. Waiting Line Strategies- Four Basic Waiting Line Strategies.

Leadership & Measurement System for Market Driven Service Performance-Key Reasons for GAP-2 Service Leadership- Creation of Service Vision and Implementation, Service Quality as Profit Strategy, Role of Service Quality in Offensive and Defensive Marketing.

Module -4 Employee Role in Service Designing and Delivery                                                  7 Hours

Boundary Spanning Roles, Emotional Labour, Source of Conflict, Quality- Productivity Trade Off, Strategies for Closing GAP 3.

Customer’s Role in Service Delivery-Importance of Customer & Customer’s Role in Service Delivery, Strategies for Enhancing-Customer Participation, Delivery through Intermediaries-Key Intermediaries for Service Delivery, Intermediary Control Strategies.

Module -5 Role of Services Marketing Communication                                                           9 Hours

Role of Services Marketing Communication- Key Reasons for GAP 4 Involving Communication, Four Categories of Strategies to Match Service Promises with Delivery.

Pricing of Services- Role of Price and Value in Provider GAP 4, Role of Non-Monitory Cost, Price as an Indicator of Service Quality –Approaches to Pricing Services, Pricing Strategies, SERVQUAL Model.

Mini Project – On Measuring SERVQUAL

Module - 6 Physical Evidence in Services                                                                                   7 Hours

Physical Evidence in Services: Importance of Physical Evidence, Elements of Physical Evidence, Physical Evidence Strategies, Guidelines for Physical Evidence.

Service Scapes: Types of Service Scapes-Objective and Goals of Services Capes Role of Services Capes, Approaches for Understanding Service Scapes Effects, Frame Work for Understanding Services Capes & its Effect on Behaviour-Guidance for Physical Evidence Strategies.