MARKETING OF SERVICES

Transcription

1 MARKETING OF SERVICES Course Code Course Instructor UM15MB635 Dr. Jessy Nair Course Credits 4 No. of Hours Credit pattern ISA 52 Lecture Tutorial Practical/ Seminar Self study Credits % (30% for two tests + 5% for activities +5% for attendance) ESA 60% Course Objectives This course describes basics of service marketing with focus on Gaps Model of Service Quality, Consumer Behavior in services, Consumer Expectation & Perception of Service, Understanding Customer Requirements, Aligning Service Design and Standards, Delivering and Performing Service and Managing Service Promises. Students will study the basic fundamentals of services marketing along with emphasis on practical from the corporate world so as to help them apply the fundamentals of the course in the dynamic business world. At the end of the course students are be able to Course Outcome 1. Illustrate the basic concepts of services marketing 2. Create a service mix for service organizations 3. Apply the skills required in identifying and closing the service gaps existing in a service organization. Pedagogy/Andragogy/ Didactics Each unit will have 60% of time in Lecture, 20% in case and 20% learning through GD, Flip classes, Audio-visuals and other activities.

2 No. COURSE PLAN (52 Hours) Session Topics UNIT-1 1 General Interaction with the class, overview of the course, handing the course outline Coverage %age Cum introduction of course Didactics 3 Need and contribution, Service Characteristics Caselet SouthWest Airlines 4 Search, Experience & Credence Qualities, Services Marketing Mix 5 The Customer Gap, Provider Gap 1, Provider Gap 2, Provider Gap 3, Caselets on IKEA, Amazon 7 Provider Gap 4, Closing the Gaps Discussion of the case Caselet - TCS 9 Presentation on the given topic ASSIGNMENT 1 (Given at the end of this document) Unit 2 10 Service Expectations Factors that Influence Customer Expectations of Caselet J D Power Service, Index 12 Issues involving Customers Service Expectations Customer Perceptions, Customer Satisfaction, Service Quality, Service Encounters Presentation on the given topic ASSIGNMENT 2 (Given at the end of this document) Unit 3 17 Using customer research to understand customer expectations 18 Elements in an effective service research program Analyzing and interpreting customer research findings, upward communication Relationship Marketing,Customer Profitability Segments 21 Relationship Development Strategies

3 22 Discussion of case Presentation on the given topic ASSIGNMENT 3 (Given at the end of this document) Unit 4 24 Service Innovation- Introduction, Types of New Services 25 Stages of New Product Service Blueprinting Blueprint for Express Mail Delivery Service 27 Service Blueprinting Blueprint for Overnight Hotel Stay Service 28 Factors Necessary for appropriate service standards Types of Customer Defined standards Types of Physical Evidence, Strategic Roles Guidelines for Physical evidence strategy Discussion of case Presentation on the given topic ASSIGNMENT 4 (Given at the end of this document) Unit 5 34 Service Culture, The critical role of service employees Boundary Spanning Roles Strategies for Delivering Service Quality through people McDonalds Business Model 37 Customer Roles, Strategies for Enhancing Customer Participation Service Distribution, Direct/Company Owned Channels, Franchising, Flipkart, Amazon & Snapdeal Business Model 41 Agents and Brokers, Electronic Channels Discussion of case Presentation on the given topic ASSIGNMENT 5 (Given at the end of this document) Unit 6 44 Key reasons for Service Communication Challenges

4 45 Four Category of Strategies to match service promises with delivery 46 3 key ways that service process are different for consumers 47 Approaches to pricing services Approaches to pricing services Pricing Strategies Pricing Strategies Big Bazaar Business Model 51 Discussion of case Presentation on the given topic ASSIGNMENT 6 (Given at the end of this document) Recommended Book: 1. Services Marketing: Integrating Customer Focus across the firm, Valarie Zeithaml, Dwayne Gremler, Mary Jo Bitner, Ajay Pandit, TMH, 6e Reference Book 1. Services Marketing, Christopher Lovelock, Jayanta Chatterjee, Jochen Wirtz, Pearson education, 7e 2. Services Marketing: Operation, Management,and Strategy-Kenneth E Clow & David L Kurtz, 2/e, Biztantra, Note: Each session is one hour duration QUESTION BANK Assignment 1: 1. Explain the need for service marketing 2. Differentiate between goods and services. 3. Define Search, Experience & Credence Qualities? 4. State some popular ways of looking at service 5. Explain the characteristics of Services (4 Is)? 6. Explain in detail the Services Marketing Mix? 7. Categorize the evaluation and decision making criteria of consumers for services. 8. Explain how is technology changing the nature of services. 9. What are the major reasons for the growing share of the service sector in all major economies of the world. 10. What is the expanded mix for services.

5 Assignment 2: 1. What are the different Categories in the Decision Making Process? 2. What factors influence Desired Service Levels? 3. What factors influence Adequate Service Levels? 4. Define Zone of Tolerance? 5. How do service marketers influence the factors impacting Desired and Adequate Service Levels? 6. Explain the gaps model of service quality. 7. Describe the service marketing triangle. 8. Explain innovation diffusion and how do you relate brand loyalty to services. 9. Explain in detail the customer expectation levels of service. 10. Explain few strategies for influencing customer perception of services? Assignment 3: 1. What are the factors influencing Customer Satisfaction? 2. Explain the 4 core dimensions of e-service quality? 3. Explain the 3 service recovery dimensions of e-service quality? 4. Explain in detail the Critical Incident Technique? 5. Highlight few common themes in Critical Service Encounters Research? 6. How do organizations give evidence of services from Customer Point of View? 7. What are few common research objectives for services? 8. Explain different stages in the research process? Assignment4: 1. What are the different types of New Services? 2. What are the benefits of blueprinting? 3. Highlight few uses of Services Blueprint in an organization? 4. Explain different types of customer defined standards with examples? 5. What are the different stages in New Service Development? 6. Explain in detail the process of building a Service Blueprint? 7. Explain in detail the process for setting customer defined standards? 8. Explain in detail the different strategic roles of the servicescape? 9. What are the guidelines for a physical evidence strategy? Assignment 5:

6 1. Define Service Culture 2. Who are Boundary Spanners? 3. What are Direct or Company Owned channels of Service Delivery? 4. What is franchising? 5. Explain in detail the Services Marketing Triangle? 6. Explain in detail the Service Profit Chain? 7. Highlight few strategies for delivering service quality through people? 8. What are the strategies for enhancing customer participation? 9. Enumerate few Strategies for Effective Service Delivery through Intermediaries? Assignment 6: 1. What are the Pricing Strategies When the Customer Means - Value Is Low Price? 2. What are the Pricing Strategies When the Customer Means - Value Is Everything I Want in a Service? 3. What are the Pricing Strategies When the Customer Means - Value Is the Quality I Get for the Price I Pay? 4. What are the Pricing Strategies When the Customer Means - Value Is All That I Get for All That I give? 5. What are the different Approaches for Managing Service Promises? 6. What are the different Approaches for Managing Customer Expectations? 7. What are the different Approaches for Improving Customer Education? 8. What are the different Approaches for Managing Internal Marketing Communications? 9. Highlight 3 approaches to pricing services?