Definition, Service Economy, Goods vs Services, Nature of Service Act, Unique characteristics of services, Classification of services.
Trends in Service Marketing, Expanded marketing mix, Consumer Behavior in Services, Service market segmentation, targeting and positioning
Service Life Cycle, New service development, Service Blue Printing, Service quality dimensions, Measuring service quality, GAP model of service quality, SERVQUAL.
Complaint handling, Recovery management, Service Guarantees. Services Delivery Channels, Pricing of services, methods, Service marketing triangle, Integrated Service marketing communication
Service Marketing Strategies for health, Hotel, Financial, Educational, Telecommunication, Entertainment & public utility Information technique Services.
Reference Book:
Dr.Balaji.B, “Services Marketing and Management”, 4th Edition, S.Chand & Company, 2021 (Units - II, III, IV & V) Ramneek Kapoor, Justin Paul and Biplab Halder, “Services Marketing, Concepts and Practices”, 7th Edition, Tata McGraw Hill, 2020. (Units - IV & V) Ravi Shanker, “Services Marketing”, 7th Edition, Excel Books, 2020. (Units - I, IV &V) R.Srinivasan, “Services Marketing”, 7th Edition, Prentice Hall of India, 2019. (Units - III, IV & V) Rajendra Nargundkar, “Services Marketing”, 6th Edition, Tata McGraw Hill, 2019 (Units - I & V)
Text Book:
Valarie Zeithaml et al, “Services Marketing”, 9th Edition, Tata McGraw Hill, 2019. (Units - IV & V) Chiristropher H.Lovelock and Jochen Wirtz, “Services Marketing”, 10th edition, Pearson Education, 2020. (Units - I, II, III & IV )
