Subject Details
Dept     : Management Studies
Sem      : 4
Regul    : 2023
Faculty : Dr.A.SARAVANAKUMAR
phone  : 9843644749
E-mail  : saravanakumar.a.mba@snsce.ac.in
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Lecture Notes

UNIT 1:
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Introduction to Services Marketing
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Definition
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Service Economy
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Goods vs Services
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Nature of Service Act
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Unique Characteristics of Services
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Goods and Services Continuum
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Unique Characteristics of Services
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Classification of services
UNIT 2:
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Service Marketing And Opportunities
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Expanded Marketing Mix
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Consumer Behaviour in Services
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Consumer Behaviour in Services
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Service Market Segmentation
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Service Market Segmentation
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Targeting
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Positioning
UNIT 3:
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Service Design And Development
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Service Life Cycle
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New Service Development
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Service Blue Printing
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Service Quality Dimensions
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Measuring Service Quality
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GAP model of service quality
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SERVQUAL
UNIT 4:
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Complaint Handling
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Recovery Management
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Service Guarantees
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Services Delivery Channels
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Pricing of Services
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Methods
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Service Marketing Triangle
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Integrated Service Marketing Communication