Marketing of Services

Paper Code: 
MRM 423
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Paper has been designed such that it acquaints the students with the emerging trends in the service sector and handling the issues involved in the management of service.

12.00
Unit I: 
Introduction

Concept of Services, Characteristics, Difference between Goods and Services, Concept of Service Marketing, Significance of service marketing

12.00

Marketing Mix: Concept of Marketing mix of services, Importance, Types of marketing mix of services-Product, Price, Place, Promotion, People, Process and Physical Evidence.
Integrated Service Marketing Triangle

12.00
Unit III: 
Service Quality Management

Concept, Service Quality and customer satisfaction, Dimensions of service quality, GAP Model of service quality, SERVQUAL model.

12.00
Unit IV: 
Managing Service Delivery Process

Managing physical evidence of services, managing people for service advantage, designing and managing service processes.

12.00

Service Failure and recovery: Types of service failure, service recovery strategies.
Customer Retention: Concept and importance, Loyalty Programmes, concept of warranty and guarantee.

Essential Readings: 

• Jha S M, “Service Marketing”, Himalaya Publishing House, Bombay.1st edition
• Srinivasan R., “Service Marketing-Indian Context”, Prentice Hall of India Pvt.Ltd, New Delhi.2004
• Apte Govind.,” Service Marketing”,Oxford University Press,New Delhi.4th edition

References: 

• Rathmell, J., “Marketing in Service Sector”, Prentice Hall Of India,New Delhi.
• Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.

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