Introduction:
Meaning and Definition of services Marketing, Reasons for the growth of services sector and its contribution; difference in goods and service marketing; characteristics of services; concept of service marketing triangle; service marketing mix;
Consumer behavior in services:
Search, Experience and Credence property, consumer expectation of services, two levels of expectation, Zone of tolerance, Factors influencing customer expectation of services. Customer perception of services, Factors influencing customer perception of service, Service encounters, Customer satisfaction, Strategies for influencing customer perception.
GAP models of service quality:
Key reasons for gap using marketing research to understand customer expectation, Types of service research, building customer relationship through retention strategies–Relationship marketing, Evaluation Of customer relationships, Benefits of customer relationship, levels of retention strategies, Market segmentation-Basis & targeting in services. “Hard”&“Soft” standards.
Yield management:
balancing capacity utilization, pricing. Waiting line strategies-four basic Waiting line strategies. Matching supply & demand in capacity, four common types of constraints facing services, optimum v/s maximum use of capacity, strategies for matching capacity & demand. Key reasons for GAP-2 service leadership- Creation of service vision and implementation, Service quality as profit strategy.
Boundary spanning roles:
Emotional labour, Source of conflict, Quality- productivity trade off, Strategies for closing GAP3. Customer’s role in service delivery-Importance of customer & customer’s role in service delivery, Strategies for enhancing-Customer participation,-Key reasons for GAP 4 involving communication, four categories of strategies to match service promises with delivery.
Pricing of services:
Role of price and value in provider GAP 4, Role of non-monitory cost, Price as an indicator of service quality–Approaches to pricing services, pricing strategies, Key intermediaries for service delivery, Intermediary control strategies. Role of services marketing communication SERVQUAL Model.
Physical evidence in services:
Importance of Physical Evidence, Elements of Physical Evidence, Physical Evidence Strategies, Guidelines for Physical Evidence.
Service scapes:
Types of service scapes-Objectives and Goals of service scapes, Role of service scapes, Approaches for understanding service scapes effects, Frame work for understanding service scapes & its effect on behavior-Guidance for physical evidence strategies.
Assessment Details (both CIE and SEE)
Continuous Internal Evaluation:
There shall be a maximum of 50 CIE Marks. A candidate shall obtain not less than 50% of the maximum marks prescribed for the CIE. CIE Marks shall be based on: a) Tests (for 25Marks) and b) Assignments, presentations, Quiz, Simulation, Experimentation, Mini project, oral examination, field work and class participation etc., (for 25 Marks) conducted in the respective course. Course instructors are given autonomy in choosing a few of the above based on the subject relevance and should maintain necessary supporting documents for same.
Semester End Examination:
The SEE question paper will be set for 100 marks and the marks scored will be proportionately reduced to 50.
Suggested Learning Resources:
Books:
4. Services Marketing, Valarie A Zeithmal& Mary Jo, McGraw Hill, 6/e 2018
5. Services Marketing, Christopher Lovelock, Pearson Education, 2014
6. Services Marketing, Parasuraman, Sage Publications 2018
Course outcome (Course Skill Set)
At the end of the course the student will be able to :
CO1 Develop an understanding about the various concepts and importance of Services Marketing. L1/L2
CO2 Enhance knowledge about emerging issues and trends in the service sector. L3
CO3 Learn to implement service strategies to meet new challenges. L4
CO4 Analysing Services blue print and SERVQUAL model L4