Marketing of Services

Paper Code: 
MIB 324
Credits: 
4
Contact Hours: 
60.00
Objective: 

Paper has been designed such that it acquaints the students with the emerging trends in the service sector and handling the issues involved in the management of service.

12.00
Unit I: 
Introduction

Introduction: Concept of Services, Characteristics, Difference between Goods and Services, Concept of Service Marketing, Significance of service marketing

13.00
Unit II: 
Marketing Mix

Marketing Mix: Concept of Marketing mix of services ,Importance, Types of marketing mix of services-Product, Price ,Place, Promotion, People, Process and Physical Evidence.

Integrated Service Marketing Triangle

10.00
Unit III: 
Service Quality Management

Service Quality Management: Concept, Service Quality and customer satisfaction, Dimensions of service quality,  GAP model of Service quality, SERVQUAL model

12.00
Unit IV: 
Managing Service Delivery Process

Managing Service Delivery Process

Managing physical evidence of services, Managing people for service advantage, designing and managing service processes

13.00
Unit V: 
Service Failure and Recovery

Service Failure and Recovery :Types of service failure , Service recover strategies

Customer retention-Concept and importance ,Loyalty programs, concept of Warranty and guarantee

Essential Readings: 
  • Jha S M, “Service Marketing”, Himalaya Publishing House, Bombay.1st edition
  • Srinivasan R., “Service Marketing-Indian Context”, Prentice Hall of India Pvt.Ltd, New Delhi.2004
  • Apte Govind.,” Service Marketing”,Oxford University Press,New Delhi.4th edition
References: 
  • Zeithaml, Parsuraman, Bitner, Services Marketing ,TMGH, 4th ed.
  • Rathmell, J., “Marketing in Service Sector”, Prentice Hall Of India,New Delhi.
  • Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.
  • Printer-friendly version
  • PDF version