Service Marketing

Topics: Marketing, Service system, Service Pages: 137 (39409 words) Published: August 19, 2013
Service Marketing

10MBAMM314

Syllabus Module I Introduction to services: What are services, Why service marketing, Difference in goods and service in marketing, Myths about services, Concept of service marketing triangle, Service marketing mix, GAP models of service quality Module II Consumer behaviour in services: Search, Experience and Credence property, Customer expectation of services, Two levels of expectation, Zone of tolerance, Factors influencing customer expectation of services Customer perception of services- Factors that influence customer perception of service, Service encounters, Customer satisfaction, Service quality, Strategies for influencing customer perception Module III Understanding customer expectation through market research: Using marketing research to understand customer expectation, Types of service research, Building customer relationship through retention strategies, Market segmentation-Process & targeting in services, Retention strategiesMonitoring relationship, 3 levels of retention strategies Module IV Customer defined service standards: ―Hard‖ & ―Soft‖ standards, Process for developing customer defined standards Leader ship & Measurement system for market driven service Performance- Key reasons for GAP 2- service leadership- Creation of service vision and implementation, Service quality as profit strategy, Role of service quality in offensive and defensive marketing Service design and Positioning - New service development – types, stages.Service blue printing- Using & reading blue prints. Service positioning – positioning on the Five dimensions of service quality, Positioning on service evidence Module V Employee role in service designing: Importance of service employee, Boundary spanning roles, Emotional labour, Source of conflict, Quality –productivity trade off. Strategies for closing GAP 3 Customers role in service delivery- Importance of customer & customers role in service delivery, Strategies for enhancing- Customer participation, Delivery through intermediaries- Key intermediaries for service delivery, Intermediary control strategies. Dept of MBA,SJBIT 1

Service Marketing

10MBAMM314

Module VI Managing demand and capacity – Lack of inventory capability, Understanding demand patterns, Strategies for matching capacity and demand, waiting line strategies Module VII Role of marketing communication – Key reasons for GAP 4 involving communication, four categories of strategies to match service promises with delivery, Methodology to exceed customer expectation Pricing of services- Role of price and value in provider GAP 4,Role of nonmonetary cost, Price as an indicator of service quality Approaches to pricing services, pricing strategies Module VIII Physical evidence in services: Types of service scapes, Role of servicescapes, Frame work for understand service scapes & its effect on behaviour, Guidance for physical evidence strategies

Dept of MBA,SJBIT

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Service Marketing

10MBAMM314

INDEX
Contents Module I ………………........................................... Module II ………………………………………….. Module III………………………………………….. Module IV…………………………………………. Module V……………………………………………. Module VI…………………………………………… Page No 3-16 17-38 39-48 49-71 72-89 90-109

Module VII………………………………………….. 110-127 Module VIII…………………………………………. 128-137

Dept of MBA,SJBIT

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Service Marketing

10MBAMM314

MODULE-I Introduction to Services Marketing Marketing: Is the task of creating, promoting, & delivering the goods/services to consumers & businesses. What are Services? A service is any act or performance that one party can offer to another that is essentially intangible & does not result in the ownership of anything its production may or may not tied to a physical product. If you pay a plumber to mend a dripping tap, that's a service. The plumber has agreed to carry out a service for an agreed amount of money. Sometimes services will be supplied with goods. A new boiler being fitted will...
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