Definition, Service Economy, Goods vs Services, Nature of Service Act, Unique characteristics of services, Classification of services.
Trends in Service Marketing, Expanded marketing mix, Consumer Behavior in Services, Service market segmentation, targeting and positioning.
Service Life Cycle, New service development, Service Blue Printing, Service quality dimensions, Measuring service quality, GAP model of service quality, SERVQUAL.
Complaint handling, Recovery management, Service Guarantees. Services Delivery Channels, Pricing of services, methods, Service marketing triangle, Integrated Service marketing communication.
Service Marketing Strategies for health, Hotel, Financial, Educational, Telecommunication, Entertainment & public utility Information technique Services.
Reference Book:
Dr.Balaji.B, “Services Marketing and Management”, 1st Edition, S.Chand & Company, 2012 (Units - II, III, IV & V)
Text Book:
Valarie Zeithaml et al, “Services Marketing”, 5th Edition, Tata McGraw Hill, 2007. (Units - IV & V) Chiristropher H.Lovelock and Jochen Wirtz, “Services Marketing”, 7th edition, Pearson Education, 2011. (Units - I, II, III & IV)
