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Services Marketing

Integrating customer focus across the firm

S. No. 1 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20.

Contents to be discussed in each session Basics in Services Marketing Special characteristics of services marketing Services marketing mix Consumer behavior in services-CC,CE,PEE Customer expectations of services -E-I-Issues Customer perceptions of service-Satisfaction SQ Understanding and listening to customer - Research Understanding and listening to customer - Research Customer relationship and services Service failure and recovery-strategies Service development, design and standards Managing demand and capacity Customer and service standards Creating Physical evidence in services -challenges Delivering service and performance Role of customers and employees in service delivery Distribution challenges and strategies of services Pricing strategies of services Managing service promises Integrated services marketing communications

No of sessions 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1