A R Institute of Management & Technology

E M2 - SERVICES MARKETING
Unit - I ( 6 sessions ) Introduction to Services: Nature of Services; Difference between Product and Services Marketing, Characteristics & Classification of Services; Consumer versus Industrial Services. Service Marketing System: Service Quality, Understanding Customer Expectations and Zone of Tolerance, Segmentation and Zone of Tolerance, Targeting and Positioning of Services. Global and Indian Scenario in services sector: Importance of Services Marketing; Service as key differentiator for manufacturing industries. Unit - II( 6 sessions ) Services Marketing Mix: Introduction to the 7 Ps of Services Marketing Mix; Product-Service Continuum; Standalone service products; Service products bundled with tangible products; Service Life Cycle. Unit III (10 sessions) Distribution: Place Distribution Strategies for Services; Challenges in distribution of Services; Role of Internet in distribution of Services. Promotion: Promotion objective for Services; Personnel Selling, Advertising and Sales Promotion; Role of Relationship Marketing in promoting services. Pricing: Factors involved in pricing a service product; demand variation and capacity constraints; Capacity Planning, Measures to respond to changes in demand; Reshaping demand using effective pricing. People: The key role of service employees in a service business; Services marketing triangle; Service profit chain, Concept of Service encounter - Moment of Truth; Training and development of employees; Motivation and empowerment. Unit - IV( 8 sessions ) Physical evidence: Nature of physical evidence; Importance of physical evidence in services; Service scopes. Process: Service as a process and as a system - Different process aspects and managerial challenges - Strategies for managing inconsistency Customer role in services - Customers as co producers; Self Service Technologies, Customer Service in Service Marketing. Unit - V( 10 sessions ) Customer Satisfaction & Service Quality: Monitoring and Measuring customer satisfaction, Order taking and fulfilment ; Service Guarantee - Handling complaints effectively; Concept and Importance of quality in Services; How customers evaluate service performance, Service Quality Models Parsuraman-Zeithamal-Bitner (PZB) Gaps Model, SERVQUAL, and SERVPERF Gronroos model Technology & Service Strategy: Applying technology to service settings, e-services. SUGGESTED READINGS (In Alphabetical order ) 1. Christopher Lovelock - Services Marketing, 7e, Pearson 2. Harsh Verma - Services Marketing, 2e, Pearson 3. Hoffman Service Marketing, 4/e, Cengage 4. Nargundkar Services marketing, McGrawhill 5. Srinivasan Service Marketing: Indian Context, PHI 6. Zeithaml - Services Marketing, McGrawhill