COURSE OBJECTIVE:
To understand the service product and key elements of services marketing mix. Another objective deals with managing the service delivery process and the implementation of services marketing.
UNIT-I Introduction to services marketing: role of services marketing; consumer behaviour in service encounters; customer interaction, purchase process, needs and expectations of customers; positioning services in competitive markets; search for competitive advantages; market segmentation, positioning vis-à-vis competitors.
UNIT-II Creating the service product: identifying and classifying supplementary services, planning and branding service-products, new service development; designing communication mix; branding and communication; effective pricing objectives and foundations for setting prices; distributing services; options for service delivery, place and time decisions, delivery in cyberspace, role of intermediaries.
UNIT-III Designing and managing service processes; service process redesign, customer misbehaviour; balancing demand and capacity: fluctuations in demand, capacity constrain, planning the service environment; consumer responses to and dimensions of service environment; managing people for service advantage: service leadership and culture.
UNIT-IV Managing relationship and building loyalty; customer-firm relationship, analyzing and managing customer base; customer management relationship system in services marketing; customer feedback and service recovery; customer complaining behaviour, principles and responses to effective service recovery, service quality and the gap model, measuring and improving service quality, defining, measuring and improving service productivity; organizing for service leadership; search for synergy in service management , creating a leading service organization.
Suggested Readings:
1. Lovelock, Christopher, Wirtz, Jocken and chatterjee, Jayanta; Services Marketing-People, Technology, Strategy; Pearson Education; New Delhi.
2. Zeithaml, Valarie A. & Bitner, Mary Jo; Services Marketing – Integrating Customer Focus Across the Firm; Tata McGraw Hill; New Delhi.
3. Rao, K., Rama Mohana; Services marketing; Pearson Education; New Delhi.
4. Hoffman & Bateson; Essentials of Service Marketing; Thomson Asia Ptc. Ltd., New Delhi.
5. Rampal, M.K. & Gupta, S.L.; Services marketing; Galgotia Publications; New Delhi.
6. Shanker Ravi; Services Marketing – The Indian Perspective; Excel Books, New Delhi.
Note:
1. One case study be discussed – per unit – in the class.
2. Instruction for External Examiner: The question paper will have of two sections. Section ‘A’ shall comprise 8 questions (2 questions from each unit). The students will be required to attempt four questions (one question from each unit). Section ‘B’ will contain one CASE STUDY which will be compulsory. All the five questions will carry equal marks.
To understand the service product and key elements of services marketing mix. Another objective deals with managing the service delivery process and the implementation of services marketing.
UNIT-I Introduction to services marketing: role of services marketing; consumer behaviour in service encounters; customer interaction, purchase process, needs and expectations of customers; positioning services in competitive markets; search for competitive advantages; market segmentation, positioning vis-à-vis competitors.
UNIT-II Creating the service product: identifying and classifying supplementary services, planning and branding service-products, new service development; designing communication mix; branding and communication; effective pricing objectives and foundations for setting prices; distributing services; options for service delivery, place and time decisions, delivery in cyberspace, role of intermediaries.
UNIT-III Designing and managing service processes; service process redesign, customer misbehaviour; balancing demand and capacity: fluctuations in demand, capacity constrain, planning the service environment; consumer responses to and dimensions of service environment; managing people for service advantage: service leadership and culture.
UNIT-IV Managing relationship and building loyalty; customer-firm relationship, analyzing and managing customer base; customer management relationship system in services marketing; customer feedback and service recovery; customer complaining behaviour, principles and responses to effective service recovery, service quality and the gap model, measuring and improving service quality, defining, measuring and improving service productivity; organizing for service leadership; search for synergy in service management , creating a leading service organization.
Suggested Readings:
1. Lovelock, Christopher, Wirtz, Jocken and chatterjee, Jayanta; Services Marketing-People, Technology, Strategy; Pearson Education; New Delhi.
2. Zeithaml, Valarie A. & Bitner, Mary Jo; Services Marketing – Integrating Customer Focus Across the Firm; Tata McGraw Hill; New Delhi.
3. Rao, K., Rama Mohana; Services marketing; Pearson Education; New Delhi.
4. Hoffman & Bateson; Essentials of Service Marketing; Thomson Asia Ptc. Ltd., New Delhi.
5. Rampal, M.K. & Gupta, S.L.; Services marketing; Galgotia Publications; New Delhi.
6. Shanker Ravi; Services Marketing – The Indian Perspective; Excel Books, New Delhi.
Note:
1. One case study be discussed – per unit – in the class.
2. Instruction for External Examiner: The question paper will have of two sections. Section ‘A’ shall comprise 8 questions (2 questions from each unit). The students will be required to attempt four questions (one question from each unit). Section ‘B’ will contain one CASE STUDY which will be compulsory. All the five questions will carry equal marks.
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