◾To develop a full understanding of Services marketing; its differentiating characteristics and challenges. ◾To relate Services Marketing Theory to the business environment. ◾To learn successful services marketing strategies.
Introduction to Services Marketing
• The Service Economy: National, Regional and Global Dimensions services • Challenges of Services marketing • Distinct characteristics and new perspectives • The place and role of services in markets and businesses, B2B B2C, non-profit.
• The unique nature and ingredients of services • The extended marketing mix of services • Servuction model • The Zone of Tolerance •Scripting and role theory •Understanding and Managing expectations and perceptions
Services in the Digital Age
Multichannel Services Marketing • Understanding and managing customer touchpoints • The customer journey: Integration of online v offline touchpoints •Managing the Service Operation •Using data to drive insight • Building multichannel capability •Online Reputation Management •Social Listening Strategies • Social Customer Care
Managing Service Encounters
Managing Service Encounters • The role of people: customers and employees in effective service delivery, •moments of truth in service • service intermediaries :using technology to enhance the multichannel experience • Critical role of service employees, • Integrating the HR function
Improving Service Quality and Productivity
• Definitions of quality, dimensions of service quality • Gaps Model (Servqual). •ServPerf Gaps • Closing the gaps • Gaps Measuring and Improving service quality • Influencing multichannel touchpoints to improve quality
Service and the Bottom Line
The Financial and Economic Impact of Service Service Quality Management and Competitive Advantage
|Module Content & Assessment