I.K.G.

Punjab Technical University

MBA Batch 2018 onwards

MBA 922-18

Services Marketing

Course Objective: The objective of this course is to help students understanding various
factors affecting consumer behavior and to understand the process of consumer buying.
Based on the understanding of consumer behavior, the students are expected to design
the strategy.

Course Outcomes: Upon completion of this course, students will be able to:
CO1: Understand the fundamental concepts of service marketing and its functions. CO2:
Identify the role and significance of various elements of service marketing mix. CO3:
Analyze customer requirement, measure service quality and design and deliver better
service.
CO4: Analyze integrated services marketing communications and services marketing
triangle.
CO5: Examine various pricing strategies and pricing approaches in service sectors.
CO6: Understand service marketing applications in different service sectors.

UNIT – I

Introduction to Services: Growth and development of service sector economy,

contribution to the Indian economy, Service Characteristics, Service Classification,
Service Marketing Mix. Consumer Behavior in Services: Customer Expectation of
Service, Customer Perceptions of Service. Service Quality: Integrated gaps model of
service quality. Prescriptions for closing quality gaps

UNIT – II

Managing relationships in Services: Building customer loyalty, Complaint handling and

Service recovery strategies. Service development and design: Challenges of service design,
types of new services, core and supplementary elements, new service development process.
Service blueprinting: Nature, need and process of blueprinting. Physical evidence and the
Servicescapes: Nature, Importance and Types, role and its effect on Consumer behaviour.

UNIT – III

Delivering and performing service through employees and customers: service culture,
employee‘s role, strategies to deliver quality, cycle of failure, mediocrity and success, self
service technologies and Customer Participation. Delivering services through
intermediaries: Nature and types of intermediaries, role of electronic channels in service
delivery. Managing demand and capacity: Waiting line strategies integrated. Integrated
Services Marketing Communications and Services marketing triangle
 I.K.G. Punjab Technical University
MBA Batch 2018 onwards
UNIT – IV

Pricing of services: Pricing approaches, Pricing Strategies. Service Marketing

Applications: Marketing of services in Financial, Healthcare and Hospitality sectors.

Suggested Readings:

1. Zeithmal A Valarie and Bitner Mary, Services Marketing, Tata McGraw Hill,
New Delhi.
2. Lovelock, Christopher H. Services Marketing, Pearson Education, New Delhi
3. P.K.Sinha and S.C.Sahoo, Services Marketing, Himalaya Publishing House,
New Delhi