SERVICES MARKETING

Course Code 19MBAMM3306 Credits 3

Course type MBA CIE Marks 50 marks

Hours/week: L-T-P 4-0-0 SEE Marks 50 marks

SEE 3 Hours
Total Hours: Lecture = 4Hrs; Tutorial =0Hrs Total = 4 Hrs for 100
Duration
marks

Course Learning Objectives

After completing this course learners will be able to
1. Understand the services marketing landscape and consumer behavior towards it
2. Develop framework for customer satisfaction and relationships.
3. Discuss the role of employees and customer in service delivery
4. Learn the promotion and physical evidence strategies in services marketing,

Pre-requisites: Students are expected to have fundamentals of services marketing in the first
semester marketing management subject.

Unit - I 10 Hours
Introduction to services: Concepts, contribution and reasons for the growth of services sector,
difference in goods and service in marketing, characteristics of services, concept of service marketing
triangle, service marketing mix, GAP models of service quality. 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 that influence
customer perception of service, Service encounters, Customer satisfaction, Strategies for influencing
customer perception.
.
Self learning topics: customer satisfaction studies in automobile sector.

Unit - II 10 Hours
Customer expectations and relationships- Understanding customer expectation through market
research: Key reasons for GAP 1,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.

Self learning topics: CRM in the social media.

 Unit - III 10 Hours
GAP 2 of service quality model : Customer defined service standards: “Hard” & “Soft” standards,
challenges of matching supply & demand in capacity, four common types of constraints facing services,
optimum v/s maximum use of capacity, strategies for matching capacity & demand. Yield management-
balancing capacity utilization, pricing. Waiting line strategies- four basic Waiting line strategies.
Leadership &Measurement system for market driven service performance key reasons for GAP-2
service leadership- Creation of service vision and implementation, Service quality as profit strategy,
Role of service quality In offensive and defensive marketing.

Self learning topics: SERQUAL and SERVPERF models

Unit - IV 10 Hours
Role of employees and customer in service delivery: Employee role in service designing: Boundary
spanning roles, Emotional labour, Source of conflict, Quality- productivity trade off, Strategies for
closing GAP 3. Customer’s role in service delivery-Importance of customer & customer’s role in
service delivery, Strategies for enhancing-Customer participation, Delivery through intermediaries-Key
intermediaries for service delivery, Intermediary control strategies.
.
Self learning topics: Global delivery models in IT organizations.
Unit - V 10 Hours
Promotion and Physical evidence.: Role of marketing communication- 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 nonmonitory cost, Price as an indicator
of service quality –Approaches to pricing services, pricing strategies.
Physical evidence in services: Importance of Physical Evidence, Elements of Physical Evidence,
Physical Evidence Strategies, Guidelines for Physical Evidence. Types of service scapes-Objective and
Goals of services capes Role of services capes, Approaches for understanding service scapes effects,
Frame work for understanding services capes & its effect on behavior-Guidance for physical evidence
strategies.:

Self learning topics: Physical evidence of textile retailers.

Project work: Students should select one retailer designated by faculty and present on services marketing
strategies of them.

Books
Text Books:
1. Valarie A Zeithmal& Mary Jo Bitner, Services Marketing, 7e TMH 2018
2. Jochen Wirtz, services marketing people, technology, 8e, strategy, world scientific publishing
,2016.
3. Rajendra Naragundkar, Services marketing, 3 e McGraw-Hill 2011
4. Christopher Lovelock, -Services Marketing- 7e, Pearson Education,2011
Reference Books:
1. Hoffman & Bateson -Services Marketing -, 4/e, Cengage Learning2007..,
2. Kenneth E Clow& David L. Kurtz, -Services Marketing: Operation, Management and Strategy-
2/e, Biztantra, 2007.
E-resourses (NPTEL/SWAYAM.. Any Other)- mention links
1. Services marketing https://nptel.ac.in/courses/110105038/
2. Services Marketing a practical approach https://onlinecourses.nptel.ac.in/noc18_mg16
 Course Outcome (COs)

Bloom’s
At the end of the course, the student will be able to
Level
1. Develop SERQUAL model for local company 6
2. Design physical evidence strategies for a retail firm 6
3. Formulate services marketing promotion strategies 6
PO No.
Program Outcome of this course (POs)
1. Students will be able to solve problems of competitive business environment 1
Business.
Students will demonstrate their skills to enhance productivity, efficiency and
2. effectiveness of 3

Students will be able to create models, plans and projects to explore the
potential markets.
3. 7

Course delivery methods Assessment methods

1. Lecture. 1. Internal test
2. Case study 2. Case study
3. Problem Solving 3. Project work
4. Simulation 4. Workshop

Scheme of Continuous Internal Evaluation (CIE):

Components First IA test Second IA test Project CP

Maximum Marks: 50 20 20 5 5

 Writing two IA test is compulsory.

 Minimum marks required to qualify for SEE : 20 out of 50

Self Study topics shall be evaluated during CIE (Assignments and IA tests) and 10% weightage
shall be given in SEE question paper.
Scheme of Semester End Examination (SEE):
1. It will be conducted for 100 marks of 3 hours duration. It will be reduced to 50 marks for the
calculation of SGPA and CGPA.
2. Minimum marks required in SEE to pass:
3. Question paper contains two questions from each unit each carrying 20 marks. Students have to
answer one full question from each unit.