Marketing of Services

Paper Code:

DBBA 601B

Credits:

Contact Hours:

60.00

Max. Marks:

100.00

Objective:

This course will enable the students to -

· Demonstrate and illustrate the main components of services marketing.

· Create an understanding of how the services sector operates.

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

DBBA 601B

Marketing of Services

CO 369: Create an understanding of how the services sector operates.

CO 370: Demonstrate and illustrate the main components of services marketing.

CO 371: Understand the practical approach applied in the service sector.

CO 372: Develop and justify alternative marketing approaches that can be used by service managers.

CO 373: Students will learn the service quality models and measurement.

CO 374: Create an understanding of Customer Satisfaction and Retention & concept of CRM.

Approach in teaching:

Interactive Hours, Case Studies, Discussion, Tutorials, Reading assignments, Demonstration

Learning activities for the students:

Self learning assignments, Effective questions, Seminar presentation, Group tasks

Class test, Semester end examinations, Case Studiex Quiz, Assignments, Presentation, Individual and group projects

12.00

Unit I:

Introduction

Introduction: Concept of Services, Nature and Characteristics, Difference between Goods and Services, Concept of Service Marketing, Significance of Service Marketing, service economy, Trends, Reasons for growth of Service Sector

12.00

Unit II:

Marketing Mix

Marketing Mix: Concept of Marketing mix of services, Importance, Elements of marketing mix of services-Product, Price, Place, Promotion, People, Process and Physical Evidence.
Designing and Managing Service Processes, Managing People for Service Advantage, Managing Physical Evidence for Services
Integrated Service Marketing Triangle: External Marketing, Internal Marketing, Interactive Marketing

12.00

Unit III:

Service Quality

Service Quality; Concept, Dimensions of Service Quality, Technical and Functional quality, Service quality models and measurement: GAP Model of service quality, SERVQUAL model

12.00

Unit IV:

Service Failure and Recovery

Service Failure and Recovery: Concept, Types of Service Failure, Types of Complainers, Dimensions of Fairness in Service Recovery Process: Procedural, Interactional, Outcome, Service Recovery Strategies.

12.00

Unit V:

Customer Relationship & Retention

Customer Relationship & Retention: Concept and importance, Managing Relationships and Building Loyalty relationship marketing, bonding and life time value, Loyalty Programmes, Concept of Warranty and Guarantee

Essential Readings:

• Fisk, R. P., Grove, S. J., & John, J.: Interactive services marketing. New York.
Houghton Mifflin.
• Glynn, W. J., & Barnes, J. G.: Understanding services management - Integrating
marketing, organizational behaviour, operations and human resources management,
Prentice Hall.

References:

Suggested Readings:
• Gronroos, C.: Service Management and Marketing - A customer relationship
management approach, New York: John Wiley.
• Hoffman, K. D., & John, E. G. B.: Marketing of services: Concepts strategies and
cases, Thomson-South Western.
• Shanker, R. (2002). Services Marketing: The Indian perspective, Excel Books.

E-resources:
• https://egyankosh.ac.in/handle/123456789/4612
• http://www.ignou.ac.in/userfiles/MS-%2065_2015.pdf

Journals:
• https://www.emerald.com/insight/publication/issn/0887-6045
• https://www.tandfonline.com/toc/wsmq20/current

Academic Year:

2022-2023