This objective of Services Marketing is to introduce the student to the field of services marketing and acquaint the student with specific customer service issues. The business world demands increasing employee competence in developing effective service processes, constructing meaningful servicescapes, customer satisfaction and service quality measurement.
The course concentrates on defining services and discusses in detail the fundamental concepts and strategies that differentiate the marketing of services from the marketing of tangible goods. The course also focuses on the service marketing mix looking into the variables that must be modified hen competing in service marketing environments. Specifically the course focuses on service processes, services pricing, service promotions, managing servicescapes and other physical evidence, managing service personnel and people. Strategies for effective customer satisfaction measurement, managing service failures and implementing effective recovery strategies are also discussed.
- Bateson, J. and K. Hofman, (2011), Services Marketing, 4thedition, South Western.
- Gronroos, C. (2007).Service Management and Marketing, 3rd edition, Wiley.