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SYLLABUS
UNIT- I
Introduction to Services Marketing Services – Concepts, Characteristics, Classification of Services, Goods vs. Services, Services Marketing Mix, Service Marketing Triangle, Factors responsible for Growth of Services sector, Challenges faced by the Services Sector, Service and Technology, Impact of Technology on Service Firms, Emerging Service Sectors in India.
UNIT - II
Focussing on Consumer Consumer Behaviour in Services, Relevance of Consumer Behaviour, Consumer Expectations in Service, Consumer Perceptions of Service, Customer Satisfaction, Understanding Consumer Requirements-Listening to Customers through Research, building customer relationships, Customer Feedback, Service Failure and Service Recovery – Recovery Strategies.
UNIT- III
Innovation and Quality Service Innovation – Design, Challenges, Mapping Patterns of Service Innovation, Types of Service Innovation, Stages in Service Innovation and Development,Service Quality, Gaps Model of Service Quality-Customer Gap, Provider Gap and Closing Gap, Service Excellence, Service Standards- Factors, Types, Physical Evidence – Managing Physical Evidence, and the Servicescape – Designing Servicescapes.
UNIT- IV
Managing Service Operations Service Process, Service Blueprinting, Managing Demand and Supply, Participants in Services - Employee’s Roles in Service Delivery, Customer’s Roles in Service Delivery, Mass Production and Delivery, Service Guarantee, Ethics in Service Firms.
UNIT - V
Managing Service Promises Managing Distribution Channels in Service Industry –Strategies for Distribution, Managing People in Service Industry – Challenges, Pricing Strategies for Services – Methods, Promotion Strategies for Services - Need for Coordination in Marketing Communication, Five categories of Strategies to match Service Promises with Delivery.
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CategoriesManagement
Format PDF
TypeeBook