Services Marketing

Paper Code: 
EMM 622
Credits: 
4
Contact Hours: 
60.00
Objective: 
  1. This course aims to prepare students for the flourishing service sector of India with an orientation mix of both theoretical and operational understanding in service marketing concepts.
  2. To understand the strategic role of services marketing and develop the ability to define and analyze the problems dealt with by managers.
12.00
Unit I: 
Introduction

The Emergence of Service Economy, Nature, Scope and Concept of Services Marketing, Difference in Goods and Services Marketing, Marketing Challenges in Service Businesses, Marketing Framework for Services Businesses, Relationship Marketing: Concept, Benefits and Strategies, Services Market Segmentation, Targeting and Positioning.
 

12.00
Unit II: 
Service Product Development

The Service Classification, Service Product Development, Consumer Behaviour in Services, Customer Expectation of Services, Customer Perception of Services, Formulating Marketing Mix for Services Marketing, Internal Marketing, Employee Empowerment, Customer Involvement in Services.
 

12.00
Unit III: 
Service Quality

Quality Issues and Quality Models; Managing Productivity and Differentiation in Services Organizations; Demand-Supply Management;
 

12.00
Unit IV: 
Service Design and Co-creation

Blueprinting service operations to create valued experiences, Service Process Redesign, The customer as co-producer. Co-Creation strategies.
 

12.00
Unit V: 
Developing Service Strategy

Advertising, Branding and Packaging of Services, Service Recovery Management; Applications of Services Marketing (Case Studies).
 

References: 

Text Books:

  1. Lovelock, Christopher H., Services Marketing: People, Technology, Strategy, Pearson Education, New Delhi, 5th Edition, 2006.
  2. Zeithmal, V.A. and Bitner, M. J., Services Marketing, Tata McGraw-Hill Publishing Company Ltd., New Delhi, 4th Edition, 2005.

Suggested Readings:

  1. Shankar Ravi, Service Marketing, Excel Books, New Delhi, 2002.