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SM-P08
(PGDM 2008-10 : Term-V)
Service Marketing
(Instructor: Dr. Tushar Kanta Pany)
Contact No. 9437412406
(
tusharpany@yahoo.co.in
)
Course Description
The service sector has increased dramatically in importance over the last decade, both internationally and in India, where it now accounts for nearly two-thirds of the economy by income and jobs.
Deregulation of services, growing competition, fluctuations in demand, and the application of new technologies are presenting a considerable challenge to service sectors. Banks, insurance companies, airlines, telecommunication companies, as well as professional service firms such as accountants and lawyers, need new approaches to address the challenge.
The inability to inventory, difficulty in synchronizing demand and supply, and challenges in controlling the performance quality of human interactions – need to be articulated and tackled by managers.
The course focuses on these unique challenges of managing services and delivering quality service to customers. In this course students will learn critical skills and gain knowledge needed to implement quality service and service strategies for competitive advantage across industries. Students will learn framework for customer-focused management, and how to increase customer satisfaction and retention through service strategies. Further this course will help the students to learn about customer expectations and relationship marketing strategies.
The prime intention behind this course is that students learn best and retain the most through active participation in the learning process. Classroom sessions will consist of lecturers, discussions on management cases, presentations on various classroom assignments etc.
Objectives
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To understand the unique challenges of service marketing, and developing/delivering quality service;
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To learn strategies, tools and approaches for addressing the typical challenges of service marketing;
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To develop service quality knowledge and skill and be prepared to apply them in an actual business context;
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To understand the complexities of service design, delivery and communication;
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To understand the importance of service quality to organizations;
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To understand the marketing management problems involved with implementing and maintaining service quality.
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The service product as an interactive experience
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The general skills required for the marketing of services.
Required Texts
1. Service Marketing: by Valarie A.Zeithamal and Mary Jo Bitner, McGraw-Hill companies, INC.
2. Service Marketing: People, Technology, Strategy by Christopher Lovelock, Fifth Edition, Pearson Education Asia, 2004.
Session-wise Course Outline
Session -1 & 2: Introduction to Services Marketing, Reasons for growth in service sector, challenges for service marketers.
Case: Management case on federal charter services
Reading: Magrath, A.J. (1986). “when Marketing Services, 4P’s are Not Enough”. Business Horizon, 29 (May-June), PP 94-102.
Session -3 : Consumer Behaviour in services.
Reading: Lovelock (1992) “Are Services Really Different?” in Managing Services, P 1-8.
Session-4 : Customer Expectations of Service
Reading: Zeithaml, Valarie, Leonard Berry and A. Parasuraman (1993). “The Nature and Determinants of Customer Expectations of Service,”
Journal of the Academy of Marketing science,
21(I). 1-12.
Session-5 : Understanding Customer Perceptions for Service.
Reading: Carlzon J (1991) “Putting the Customer First: the key to service Strategy”, Reprinted in Lovelock C. (1991) Services Marketing, Englewood Cliffs, NJ: 424-432.
Session- 6& 7: Service Product Development
Case: Bumrungrad’s Global Services Marketing Strategy
Session-8 &9 : Managing Service Promises; Physical evidence and the service space.
Case: Bumrungrad’s Global services Marketing Strategy, (Continue…)
Session-10&11-8: Delivering and performing services: Customers roles in service delivery, Delivery through intermediaries. Role of employees in service delivery.
Case: Ritz-Carlton: Taking care of those who takes care of customers.
Reading: Bitner, Mary Jo, Bernard H.Booms, and Marry Stanfield Tetreault (1990). “The Service Encounter: Diagnosing Favourable and Unfavourable Incidents.”
Journal of Marketing
, January:71-84
Session-12: Managing service Demand and Capacity
Case: FedEx Vs. UPS – Competing with Contrasting strategies in China.
Session-13: Pricing of services.
Reading: Shoemaker, S.(2003), “The future of Pricing in Services”,
Journal of Revenue and Pricing Management
, 2 (3), 271-279.
Session-14 & 15: Managing Promotion of Services
Session-16 & 17 : Service Quality.
Reading: Zeithaml, Valarie A; A-Parasuraman, and Leonard L.Berry (1990) Delivering Quality Service: Balancing customer perceptions and Expectations, New Yark, NY: The free Press.
Session-18 : Integrated Gap Model closing the customer gap.
Reading: Louis, M.R.(1990). “The Gap in Management Education.” Selections: The Magazine of the Graduate Management Admissions Council, Winter: 1-2.
Session-19 : Managing Relationship, Building Loyalty, Customer Feedback.
Session-20 : Course Conclusion, Review for Final Examinations.
Service Audit
You and two other students will complete a group project involving an audit of best service practices. The objective is to identify local service firm that excels in delivering excellent customer service. Using what you have learned in this subject, you are to analyze the specific service strategies that give your chosen firm its “best in service” distinction. Your work must be supported by examples.
The
final grade
will be determined as follows:
Components
Relative Weight
One Quiz Tests
10%
Presentation
10%
Mid-Term Test
20%
Research Report
20%
End Term Written Examination
40%
Best of luck
Created By:
Bijoy Kar
on
07/20/2009
at
08:20 PM
Category
:
PGP-II
Doctype
:
Document
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