Services Marketing Concept, Distinctive Characteristics of Services, Services Marketing Triangle, Purchase Process for Services, Marketing Challenges of Services.
Role of Services in Modern Economy, Services Marketing Environment.
Goods vs Services Marketing, Goods Services Continuum.
Consumer Behaviour, Positioning a Service in the Market Place.
Variations in Customer Involvement, Impact of Service Recovery Efforts on Consumer Loyalty.
Type of Contact: High Contact Services and Low Contact Services.
Sensitivity to Customers’ Reluctance to Change.
(2) Key Elements of Services Marketing Mix:
The Service Product, Pricing Mix, Promotion and Communication Mix, Place / Distribution of Service, People, Physical Evidence, Process-Service Mapping-Flowcharting.
Branding of Services – Problems and Solutions.
Options for Service Delivery.
(3) Managing Quality Aspects of Services Marketing:
Improving Service Quality and Productivity.
Service Quality – GAP Model, Benchmarking, Measuring Service Quality -Zone of Tolerance and Improving Service Quality.
The SERVQUAL Model.
Defining Productivity – Improving Productivity.
Demand and Capacity Alignment.
(4) Marketing of Services:
International and Global Strategies in Services Marketing: Services in the Global Economy- Moving from Domestic to Transnational Marketing.
Factors Favoring Transnational Strategy.
Elements of Transnational Strategy.
Recent Trends in Marketing of Services in: Tourism, Hospitality, Healthcare, Banking, Insurance, Education, IT and Entertainment Industry.
Ethics in Services Marketing: Meaning, Importance, Unethical Practices in Service Sector.
Services Marketing Concept, Distinctive Characteristics of Services, Services Marketing Triangle, Purchase Process for Services, Marketing Challenges of Services.
Role of Services in Modern Economy, Services Marketing Environment.
Goods vs Services Marketing, Goods Services Continuum.
Consumer Behaviour, Positioning a Service in the Market Place.
Variations in Customer Involvement, Impact of Service Recovery Efforts on Consumer Loyalty.
Type of Contact: High Contact Services and Low Contact Services.
Sensitivity to Customers’ Reluctance to Change.
(2) Key Elements of Services Marketing Mix:
The Service Product, Pricing Mix, Promotion and Communication Mix, Place / Distribution of Service, People, Physical Evidence, Process-Service Mapping-Flowcharting.
Branding of Services – Problems and Solutions.
Options for Service Delivery.
(3) Managing Quality Aspects of Services Marketing:
Improving Service Quality and Productivity.
Service Quality – GAP Model, Benchmarking, Measuring Service Quality -Zone of Tolerance and Improving Service Quality.
The SERVQUAL Model.
Defining Productivity – Improving Productivity.
Demand and Capacity Alignment.
(4) Marketing of Services:
International and Global Strategies in Services Marketing: Services in the Global Economy- Moving from Domestic to Transnational Marketing.
Factors Favoring Transnational Strategy.
Elements of Transnational Strategy.
Recent Trends in Marketing of Services in: Tourism, Hospitality, Healthcare, Banking, Insurance, Education, IT and Entertainment Industry.
Ethics in Services Marketing: Meaning, Importance, Unethical Practices in Service Sector.
