12SMA401 - SERVICES MARKETING

Learning Objectives 1. To understand and gain insights into key issues in marketing of services and

how it differs from marketing of goods 2. To understand the importance of customers and their role in service design

and delivery 3. To understand the elements of services marketing mix 4. To enable students to apply concepts an principles learnt in a given services

marketing situation Syllabus Contents: Module 1: Introduction to Services Marketing Unique characteristics of services, growth of service industries, differences in goods vs. services marketing, extended marketing mix for services, Gaps model of service quality; Module 2 : Customer Expectations Types of service expectations, factors that influence customer expectations of service, managing customer expectations Module 3: Customer perceptions of Service Customer perception and satisfaction, Service quality, service encounters, relationship strategies for influencing customer perceptions Module 4 : Marketing Research in Services Criteria for effective services marketing research, Types of services research, analyzing and interpreting services research Module 5 : Customer Relationship Management in services Relationship marketing goals and benefits, lifetime value of a customer, retention strategies, service recovery importance and strategies Text Book 1. Zeithaml, Valarie A; Bitner, Mary Jo. Serives Marketing: Integrating Customer Focus. Tata McGraw Hill

Reference Books

1. Lovelock, Christopher; Wirtz, Jochen. Services Marketing: People,

Technology, Strategy. Pearson Education