JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

22MBA25M5: SERVICES MARKETING

MBA (R22)

Course Objective:

To provide understanding of the concepts of services marketing.
To help understand the consumer perceptions of service.
To impart knowledge of various aspects in Innovation and Quality.
To elucidate various aspects in Managing Service Operations.
To help appreciate the impact of Distribution Channels in Service Industry.

Course Outcome

Students will be able to:

Understand Marketing Management of companies offering Services.
Learn the relevance of services.
Learn various influences of the consumer behaviour in services.
Understand the relevance of service operations.
Identify the need for promotion strategies for services.

UNIT - I: Introduction to Services Marketing

Services: Concepts, Characteristics and 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: Focusing 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, Service Recovery and 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, Gap model of Service Quality: Customer Gap and Provider Gaps, Closing Gaps. Service Excellence, Service Standards: Factors & Types. Physical Evidence: Managing Physical Evidence, Servicescape and Designing the Servicescape.

UNIT - IV: Managing Service Operations

Service Process, Service Blueprinting, Managing Demand

and Supply, Participants in Service Delivery: Employee’s role & Customer’s role. 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 and its Challenges, Pricing Strategies for Services and its Methods, Promotion Strategies for Services, Need for Coordination in Marketing Communication, Strategies to match Service Promises with Delivery.