MODULE 6.

SERVICE MARKETING MANAGEMENT

OVERVIEW

This module provides the student with a comprehensive

understanding of the theory and practice of Service Marketing
Management, specifically the nature of services and the '8Ps' of
Service Marketing. The module will develop the student's
analytical and evaluation capabilities in the Services Marketing
area.

LEARNING OBJECTIVES

On successful completion of this module the learner will be able

to:
1. Apply strategic service marketing management concepts and
approaches in service organisations.
2. Critically analyse the management of the service marketing
function of a service organisation and recommend a viable
strategic solution.
3. Critically assess the strategic marketing future of a
service organisation.
4. Illustrate knowledge, comprehension and application of the
taught theory while drawing on and integrating various concepts
and functions previously studied.
5. Develop market based research and analysis which will be
strongly supported by evidence, together with a convincing
analysis of findings that will contribute to the body of
knowledge in the general area of Services Marketing.

SUGGESTED READINGS

Services in the Modern Economy

Strategic service marketing management in the international

service economy, the Irish service economy, the economic
contribution of the service sector, the evolving environment of
services, classifying the service sectors, characteristics of
services and the implications on marketing strategy, the eight

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components of integrated service management. Managing service
encounters, service encounters: differing levels of customer
contact, the customer as co-producer, customer behaviour in the
service environments.

Service Marketing Strategy

Developing service offerings (core and supplementary services),

The Flower of Service, Pricing and Demand: Revenue Management,
Communication strategies for services, Service delivery issues,
Internationalisation of services and service business,
International distribution of services.

Managing the Customer Interface

Designing and managing service processes (blueprinting),

Productive Capacity Management, Demand Management, Queuing
theory, Managing waiting lines and reservations strategies,
Servicescape Design.

Relationship Marketing and Customer Loyalty

Creating and maintaining valued relationships, lifetime value of

a loyal customer, Customer Relationship Management (CRM),
Developing Loyalty Programmes, Customer Retention as an indirect
contribution to employee retention.

Defection Management and Service Recovery

Customer Defection Management, Consumer Complaining Behaviour,

Jay Customers, Customer Feedback Systems, Complaint Management
and Service Recovery, Impact of Service Recovery efforts on
Customer Loyalty, Developing Viable Service Guarantees.

Managing People for Service Advantage

Service personnel as a source of customer loyalty and competitive

advantage, the Service Profit Chain, Cycles of Failure,
Mediocrity and Success in HR Management, Human Resource
Management in Service Firms, Service culture, Integrating
Marketing, Operations and Human Resources.

Managing Service Quality

Managing service quality, designing and implementing quality

systems, setting standards, measuring and improving quality,
diagnosing failure, The economics of quality, The Gaps Model,
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quality measurement technologies, soft and hard service quality
measures.

TASK 1

Student will work in solo project that will assess the impact of
Services Marketing on the Business sector. Please submit
narrative report.

Recommended Book Resources

Lovelock, C., Wirtz, J. 2011, Services marketing, Seventh

Ed., Upper Saddle River, NJ; Pearson Education NJ [ISBN:
0136118747]
Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner 2012,
Services Marketing, 2nd Ed., McGraw Hill Higher Education [ISBN:
978007713171]
Malcolm McDonald, Pennie Frow, Adrian Payne 2011, Marketing
Plans for Services, 3rd Ed., Wiley [ISBN: 9780470979099]

Recommended Article/Paper Resources

International Journal of Advertising Marketing [ISSN: 0265-

0487]
Journal of Direct Marketing [ISSN: 1746-0166]
Harvard Business Review [ISSN: 0017-8012]
Journal of Marketing [ISSN: 0022-2429]
Journal of Consumer Research [ISSN: 0093-5301]
Advances in Consumer Research [ISSN: 0098-9258]
European Journal of Marketing [ISSN: 0309-0566]
Irish Business Journal [ISSN: 1649-7120]
Irish Marketing Review [ISSN: 0790-7362]
Marketing Ireland
Sloan Management Review [ISSN: 1532-9194]
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