MM -405- SERVICE MARKETING |
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1 Service Marketing: Introduction, Need and scope of service marketing, Reasons for growth
of services, Contribution to economy, Different types of service sectors – traditional and
new, Trends in service sector, Impact of technology on different service sectors
2 Service Concept: Definition, Characteristics of services, Tangibility continuum, Marketing
mix for services - product, price, place, promotion, physical evidence, people & process
3 Consumer Behaviour in Service Marketing: Service Experience- moments of truth,
customer needs, expectations, perceptions, zone of tolerance, customer satisfaction,
understanding the differences among customers
4 Service Strategy Planning: Understanding the customer and competition, Positioning
services, Service triangle concept
5 Creating the Service Product: Creating service product, Customer value hierarchy, Flower
of service, Service product mix, Branding service products
6 Service Marketing Communications: Elements of promotional mix for services
7 Pricing of Services: Foundations of pricing, How service prices are different, Approaches
to pricing
8 Distributing Services: Distribution in service context, Direct channels, franchising, agents
and brokers, electronic channels, Strategies for effective delivery
9 Designing and Managing Services: Designing service delivery system, Service blue
printing, Quality function deployment, Customer as co-producer
10 Managing Demand and Capacity: Capacity constraints, Demand patterns, Strategies for
matching capacity and demand, Wait lines and reservations
11 Planning the Service Environment: Physical evidence, Servicescapes - types and role,
customer response to environment, guidelines for servicescape strategies
12 Managing People: Critical importance of service employees, Problems and difficulties of
boundary-spanning roles, Strategies for delivering service quality through people, Service
leadership and culture
13 Service Quality: Service quality, Integrated Gap model - to identify and correct quality
problems, Measuring and improving service quality
14 Different Services: Nature and characteristics of financial, hospitality, health-care,
educational & professional, logistics, entertainment services and their respective marketingmix
analysis
15 Building Customer Relationships: Goals of relationship marketing, Understanding
customer-firm relationships, Relationship value of customers, Customer profitability
segment, Targeting right customers, Relationship development strategies, Relationship
challenges, Life-time value
16 Case Studies
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Suggested Readings |
Apte, G.: Service Marketing; OUP
Fitzsimmons, J A & Fitzsimmons, M J: Service Management; McGraw Hill
Gronroos, C.: Services management and marketing; Wiley
Haksever, C., Render, B., Russel, R., Murdick, R.: Service Management and Operations; Pearson
Lovelock, C., Wirtz, J. & Chatterjee, J.: Services Marketing; Pearson Education
Rao, K.R.M.: Services Marketing, Pearson Education
Srinivasan R.: Services Marketing; PHI
Verma, H.V. : Services marketing, Pearson
Zeithaml,V.A., Bitner, M J, Grembler, D.D. & Pandit, A.: Service Marketing;, TMH
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