Service Marketing

Paper Code: 
RTM 332
18.00
Unit I: 

Service: Meaning and Nature of services, Classification of services, service provider and service seeker. Growth of services.

18.00
Unit II: 

Service Marketing: Meaning, Definition, Role , Evolution, Essence and future of services marketing

18.00
Unit III: 

Planning and Market Segmentation : Planning process of service marketing , Developing an effective service mission – market segmentation – positioning and differentiation of services

18.00
Unit IV: 

Services marketing Mix: Product, Price, Place, Promotion- People, Physical evidence, process, service marketing tri-angles.

18.00
Unit V: 

Customer Orientation: Customer service quality, customer retention- Relationship Marketing Programme- Listening to consumer, Methods of listening- complaint Management- service Guarantees- measuring customer satisfaction – Designing analysis, customer satisfaction survey feedback.

References: 
  • Ram Mohan Rao, Services Marketing (Pearson Education)
  • Roland. T.Rust Anthony J. Zahorik and Timothy I. Keilninghan, Services Marketing.
  • John M. Rathmoll: Marketing in the service sector (Winthrop)
  • Adrienne Payne : The Essence of services Marketing (Prentice Hall of India)
  • K. Dauglas Hoffiman and John E.G. Bateson : Essentials of services Marketing (Harcourt college)
     
Academic Year: 
2018-2019
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