Service Marketing

Services Marketing

Objective

To focus on the research, strategy and application specific to decision-making in the highly competitive and rapidly growing services sector.

REFERENCE BOOKS	AUTHOR / PUBLICATION
Services Marketing	ICMR
Services Marketing	Valerie Zeithaml & Mary Jo Bitner – Tata McGraw-Hill
Services Marketing, 3e	Christopher Lovelock – Prentice-Hall, International Edition
Marketing Services: Competing through Quality	Leonard L Berry and A. Parasuraman
Services Marketing Text & Cases	Rajendra Nargandkar, Tata McGraw Hill
Managing Services Promises	Berry,Parsuraman and Zeithmal

Detailed Syllabus

Introduction to Services Marketing:

Definition -Characteristics – Classification ­Present Marketing Environment.

Services Marketing Mix: Understanding the 7 P’s Product, Price, Place, Promoter, People, Process & Physical Evidence.

Gaps Model

Understanding the Customer: Services vis-à­vis goods, Consumer Behavior in Services ­Customer Expectations of Services - Customer Perceptions of Services – Evaluation of services

Strategies for Services Marketing: Positioning & Differentiation

Demand & Capacity: Yield management

Service Development Design & Standards:

New Service Development Process – Basic service to potential service -Customer Defined Service Standards

Delivering Services: Role of Employees and Customers in service delivery; Role of Intermediaries - Service process – Blue printing – Physical evidence

Managing Service

Advertising, Personal Communication

Pricing of Services Evaluating Success

Promise: Role ofSelling and Other of Service Offering: Service quality and measurement – SERVQUAL – Service recovery - Role of CRM

Current Trends in Service Industries and Understanding Specific Service Industries: Financial, Hospitality, Health, Telecom, Consultancy, Logistics, Education, NGO, Public Utilities, ITCS, Travel & Tourism, e-Services and Professional Services

Cases

Faculty will be handling eight or more cases

Banyan Tree: Developing a Powerful Service Brand

Bossard Asia Pacific: Can It Make Its CRM Strategy Work?

Charles Schwab’s Customer Focussed e-Business Strategy

Coyote Loco Evaluating Opportunities for Revenue Management

Customer Asset Management at DHL in Asia

Customer Service in Singapore Airlines

Giordano International Expansion

Indian Railways at the Crossroads

Lessons in Customer Service from Wal-Mart

Match.Com – The World’s Leading Online Personals Site

Mumbai’s ‘Dabbawalas’ – An Entrepreneurial Success Story

Radio Mirchi: Spicing Up the Indian Air Waves

Revenue Management at Prego Italian Restaurant

The New ‘Indian’ Airlines

Walt Disney – The Evolution of the Brand

Suggested Schedule of Session

Topic	No. of Sessions
Introduction to Services Marketing	3
Services Marketing Mix	2
Gaps Modeling	2
Understanding the Customer	4
Strategies for Services Marketing	2
Demand & Capacity	2
Service Development	2
Delivering Services, Managing Service Promise, Pricing of Services	6
Evaluating Success of Service Offering	3
Current Trends in Service Industries and Understanding Specific Service Industries	7
Total	33