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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 EPUB
TypeeBook