What are services, Why service marketing, Difference in goods and service inmarketing, Myths about services, Concept of service marketing triangle, Service marketing mix, GAP models of service quality
Consumer behaviour in services: Search, Experience and Credence property, Customer expectation ofservices, Two levels of expectation, Zone of tolerance, Factors influencing customer expectation of servicesCustomer perception of services- Factors that influence customer perception of service, Service encounters,Customer satisfaction, Service quality, Strategies for influencing customer perception
Using marketing research to understandcustomer expectation, Types of service research, Building customer relationship through retention strategies,Market segmentation-Process & targeting in services, Retention strategies-Monitoring relationship, 3 levels ofretention strategies
Customer defined service standards: ―Hard‖ & ―Soft‖ standards, Process for developing customer definedstandardsLeader ship & 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 ofservice quality in offensive and defensive marketingService design and Positioning - New service development – types, stages. Service blue printing- Using &reading blue prints. Service positioning – positioning on theFive dimensions of service quality, Positioning on service evidence
Employee role in service designing: Importance of service employee, Boundary spanning roles, Emotionallabour, Source of conflict, Quality – productivity trade off.Strategies for closing GAP 3Customers role in service delivery- Importance of customer & customers role in service delivery, Strategiesfor enhancing- Customer participation, Delivery through intermediaries- Key intermediaries for service delivery,Intermediary control strategies.
Lack of inventory capability, Understanding demand patterns, Strategiesfor matching capacity and demand, Waiting line strategies
Key reasons for GAP 4 involving communication, Four categories ofstrategies to match service promises with delivery, Methodology to exceed customer expectationPricing of services- Role of price and value in provider GAP 4,Role of non monitory cost, Price as an indicatorof service quality Approaches to pricing services, pricing strategies
Physical evidence in services: Types of service scapes, Role of service scapes, Frame work for understand (6 Hours)service scapes & its effect on behaviour, Guidance for physical evidence strategiesCase studies in Indian context only (5 Hours)