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SERVICE
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(M-02)
CONTRIBUTOR:
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¦c Prof.Dr.Manohar Ingalec

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MIT School of Business

Batch 27th Sem. III
Session Plan

Subject: Services Marketing (Course M- 2)

Faculty : Prof. Dr. M.K.Ingale & Prof.N.J.Chavan

Session no. Topic Chapter Book

1
1 Emerging opportunities /Environment 1
2 Characteristics of services. 1

3 Case No.1 µOne Roof Services Store¶ ± -

4 Classification of services. 1

5 Customers¶ perception , satisfaction & encounters 7

6 Case No 2 µPalace on Wheel¶

-

8 Market Research
3

9 Designing customer centric service standards; Service 16

Blueprint and TQM

10 Case No. 3 µJ.D.Power Index¶ -

11 Service market segmentation and Positioning of Services 5

12 7 Ps of services marketing mix. Revision

13 Case No 4µHDFC Bank¶ -

14 Product Life Cycle Strategies 2

15 Factors affecting cost of services; Fluctuating demand and 13

differential pricing of services.
16 Case No 5 µFair Deal Inns¶ -

17 Distribution Channels in Services 11

18 Communication Mix for Services 14

19 Case No 6 µHotel NRS Residency ± The pricing Dilemma¶ -

20 The process; Role and implication of relationship marketing 9

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in services marketing;

21 Managing Physical Evidence 8

22 Case No 7 Training at Tokyo¶s Imperial Hotel¶ -

23 Managing people in Services 12

24 Handling of complaints and resolving problems to build 12

customer loyalty;

25 Case No 8 µThe Pidilite Logistics¶ -

26 Tools and techniques of service recovery; Handling of 10

negative customer behaviour and hostile customer.

27 Customer Delight & Loyalty 4

28 Case No 9 Virgin Atlantic Airways -

29 Servicescape; Gap model Servqual and servperf 6

30 Internal marketing. Revision

31 Case No 10 Servqual analysis for Hotel Comfort¶ -

32 Service location decision; service layout; Franchising of

services.

33 Relationship Marketing 4

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Reference books and Journals

1. Services Marketing, Operations & Management by Vinnie Jauhari & Kirti Dutta

2. Services Marketing by Adrian Penn.

3. Emerald Journal of Services Marketing

4. American Marketing Association Journal of Services Marketing

Assignments:

1.c Pick up two well known restaurants in your town. What were your expectations
prior to the visit, your experience of the Services rendered by the restaurant &
your perception after the visit.Discuss the perceptions of these restaurants &
identify the points similarities & differences.What service quality improvements
would you recommend to them ?

2.c Identify two firms in developing & developed countries (giving explainations for
your selection) that have been identified as the ³best places to work´. Give your
understanding as to why these firms deserve, if they do, these titles. What are the
similarities & dissimilarities in them?

3.c Prepare a Blue print & Service Map for ±

a.c A hotel
b.c A Unisex Beauty Parlor
c.c A Bank
d.c A Post Graduate Management Institute and
e.c A Touring Service.

All the rules & regulations for submission @ APO.

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(Karwak Case studies ± Services Marketing and CRM learning)
Adopted from the Book ³CRM in Service Industry´ by Abhay Kardeguddi for
Symbiosis Centre for distance learning´

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Case No. 02 SERVICE MALL

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State your assumptions clearly regarding volume of customers and focus on people,
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Activity : Develop a suitable structure and justify.
Case No. 03 CUSTOMER SATISFACTIO ± J.D.POWER INDEX
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Q.1.: Discuss the µservice¶ component in calculating CSI for automobiles. What way
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Q.2.: If a similar CSI is to be developed for a children¶s hospital, what service
criteria you would suggest? What way these criteria are related to customer
satisfaction?

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Case No. 04 FAIR DEAL INNS

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Employee bonuses are pegged to the rating.

1.c Would you say that the data gathered at the two computers at the reception desk
was customer expectation survey? If yes, why? ; If not, why not?

2.c Now that Fairfield Inns is a viable, ongoing operation, what additional information
the hotel should gather to know customer expectations?

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Case No. 05 DIBIZA RESORT

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Case No. 06 HOTEL NRS RESIDENCY ± THE PRICING DILEMMA
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Q.1: Discuss how Virgin Atlantic Airways have adopted µGlocal¶ strategy to
communicate its value.
Q.2.: Suggest a few ideas to enhance Air-India¶s value proposition to global flyers and
how these ideas can be effectively communicated.

MIT-SOB PGDM- 28th Batch (Sem-I): Academic Year 2010-11
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Case No. 08 SERVICE QUALITY INDEX (SQI) FOR B- SCHOOL

Various steps in developing customer defined quality standards are given below.

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You are required to develop SQI for the teaching learning process in a B-School by
following the above steps. The service encounter shall start with the Foundation
program and end at the final evaluation.

Clearly state your assumption and justify your answer.

MIT-SOB PGDM- 28th Batch (Sem-I): Academic Year 2010-11
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Q. . Prepare a service recovery plan for the club. State your assumptions clearly and
justify your plan.

MIT-SOB PGDM- 28th Batch (Sem-I): Academic Year 2010-11
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offered by the hotel using SERVQUAL research instrument.

Justify your plan.

MIT-SOB PGDM- 28th Batch (Sem-I): Academic Year 2010-11
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Q.1. ³At Mahindra, the essence of customer relationship management is not hardware
or software, but heartware!´ Discuss with examples.

Q.2. What would you suggest to Maruti, if it wants to develop such a programme?

MIT-SOB PGDM- 28th Batch (Sem-I): Academic Year 2010-11
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MIT-SOB PGDM- 28th Batch (Sem-I): Academic Year 2010-11
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Activity:
Comment on the above training program in view of the role of µPeople¶ in service
marketing mix.
Develop a training program for retail shop on the similar lines.

MIT-SOB PGDM- 28th Batch (Sem-I): Academic Year 2010-11
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