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Marketing of Services
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.
Introduction: Concept of Services, Characteristics, Difference between Goods and Services, Concept of Service Marketing, Significance of service marketing
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
Service Quality Management: Concept, Service Quality and customer satisfaction, Dimensions of service quality, GAP Model of service quality, SERVQUAL model.
Managing Service Delivery Process: Managing physical evidence of services, managing people for service advantage, designing and managing service processes.
Service Failure and recovery: Types of service failure, service recovery strategies.
Customer Retention: Concept and importance, Loyalty Programmes, concept of warranty and guarantee.
• 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
• Rathmell, J., “Marketing in Service Sector”, Prentice Hall Of India,New Delhi.
• Lovelock, Christopher H, “Marketing of Services”, Prentice-Hall, Englewood Cliffs, N.J.
