MOODALAKATTE INSTITUTE OF TECHNOLOGY (DEPARTMENT OF BUSINESS ADMINISTRATION) KUNDAPURA, UDUPI DISTRICT, KARNATAKA.

LESSON PLAN NAME OF THE FACULTY: Mr.HARISHA PROGRAMME: MBA (3rd SEM) NAME OF SUBJECT: SERVICE MARKETING Subject code: 10MBAMM314 Lecture No. TOPICS Remarks Module -1 Introduction to services: What are services, Why service 1 marketing 2 3 4 5 Module-2 6 7 8 9 10 11 12 Module 3 13 14 15 16 17 18 Module-4 19 20 21 22 23 24 25 26
Difference in goods and service in marketing, Myths about services Concept of service marketing triangle Service marketing mix GAP models of service quality Case studies Consumer behaviour in services: Search, Experience and Credence property Customer expectation of services, Two levels of expectation Zone of tolerance Factors influencing customer expectation of services Customer perception of services- Factors that influence customer perception of service Service encounters, Customer satisfaction, Service quality Strategies for influencing customer perception Understanding customer expectation through market research: Using marketing research to understand customer expectation Types of service research Building customer relationship through retention strategies, Market segmentation-Process & targeting in services Retention strategies-Monitoring relationship 3 levels of retention strategies Customer defined service standards: Hard & Soft standards Process for developing customer defined standards Leader ship & Measurement system for market driven service performance- Key reasons for GAP 2- service leadership Creation of service vision and implementation Service quality as profit strategy Role of service quality in offensive and defensive marketing Service design and Positioning - New service development types, stages. Service blue printing- Using & reading blue prints. Service positioning positioning on the Five dimensions of service quality, Positioning on service evidence

Module-5 27 28 29 30 31 32 Module-6 33 34 35 36 37 Module-7 38 39 40 41 42 43 44 45 Module-8 46 47 48 49 50

Employee role in service designing: Importance of service employee, Boundary spanning roles Emotional labour, Source of conflict, Quality productivity trade off. Strategies for closing GAP 3 Customers role in service delivery- Importance of customer & customers role in service delivery Strategies for enhancing- Customer participation Delivery through intermediaries- Key intermediaries for service delivery, Intermediary control strategies. Case studies Managing demand and capacity Lack of inventory capability Understanding demand patterns Strategies for matching capacity and demand Strategies for matching capacity and demand Waiting line strategies Case studies Role of marketing communication Key reasons for GAP 4 involving communication four categories of strategies to match service promises with delivery Methodology to exceed customer expectation Pricing of services- Role of price and value in provider GAP 4 Role of non monitory cost Price as an indicator of service quality Approaches to pricing services Pricing strategies. Case studies Physical evidence in services: Types of service scapes Role of service scapes Case studies Frame work for understand service scapes & its effect on behaviour Frame work for understand service scapes & its effect on behaviour Frame work for understand service scapes & its effect on behaviour Guidance for physical evidence strategies

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