Hamdard University Bangladesh
Services Marketing
Course Code: MKT 323
Credit Hour: 3
Course Group: Specialization Course: Marketing
Introduction to Services: What Are Services - Why Service Marketing - Service and Technology- Differences in Goods and Services Marketing - Service Marketing Mix -The Gaps Model of Service Quality.
Consumer Behavior in Service: Search versus Experience versus Credence Properties - Decision-Making Process - The Role Of Culture in Service Marketing.
Customer Expectations Of Service: Meaning and Types Of Service Expectations - Factors That Influence Customer Expectations of Service - A Model of Customer Service Expectations - Current Issues Involving Customer Service Expectation.
Customer Perceptions of Service: Customer Perceptions - Customer Satisfaction - Service Quality; Service Encounters - Strategies for Influencing Customer Perceptions.
Building Customer Relationship: Relationship Marketing - Relationship Value of Customers - Foundations for Relationship Strategies - The Customer is Not Always Right - Customer Profitability Segment - Levels of Relationship Strategies.
Service Recovery: The Impact of Service Failure and Recovery - How Customers Respond to Service Failures? Why Do (And Don’t) People Complain? When They Complain - What Do Customers Expect; Switching Vs. Staging Following Service Recovery - Service Recovery Strategies - Service Guarantees.
Service Development and Design: Challenges of Service Design - Stages in New Service Development; Service Blueprinting - Quality Function Deployment - High-Performance Service Innovations.
Employees’ Roles in Service Delivery: The Critical Importance of Service Employees - Boundary; Spanning Roles - Strategies for Closing Gape 3 - Service Culture.
Customers’ Role in Service Delivery: The Importance of Customers in Service Delivery - Customers’ Roles - Self-Service Technologies - Strategies for Enhancing Customer Participation.
Delivering Service through Intermediaries and Electronic Channels: Service Intermediaries – Direct Company - Owned Channels - Common Issues Involving Intermediaries - Key Intermediaries for Service Delivery - Strategies for Effective Service Delivery through Intermediaries.
Integrated Services Marketing Communication: The Need for Coordination in Marketing Communication - Key Reasons for Service Communication Problems - Four Categories of Strategies to Match Service Promises with Delivery - Exceeding Customer Expectations - Caveats and Strategies.
Pricing of Service: Three Key Ways Service Prices are Different for Consumers - Approaches to Pricing Services - Pricing Strategies -That Link to The Four Value Definitions.
Books Recommended:
Christopher H Lovelock, Jochen Wirtz, Services Marketing
Valaric A. Zeithmal And Mary Jo Bitner, Service Marketing, Mcgraw Hill.