M2 - SERVICES MARKETING

Module I INTRODUCTION
Emergence of GATS in world trade — Service sector and Indian economy- Definition
and characteristics of services Difference between goods and services — Gaps model
of service quality.

Module 2 FOCUS ON THE CUSTOMER
Consumer behavior in services: - Search, experience and credence properties;
Consumer choice

Module 3 CUSTOMER EXPECTATIONS
Meaning, types and influencing factors, Customer perceptions: - Customer satisfaction;
service quality and service encounters. Customer relationship and marketing research

Module 4 SERVICES MARKETING MIX
4Ps of Marketing: - Service product (including service blueprinting), price, place and
promotion. Expanded mix: - people, process and physical evidence.

Module 5 SERVICE INDUSTRIES IN INDIA
Marketing strategies in service sectors like financial, hospitality, wellness (health care),
telecom, tourism, retail, NGOs and public utility services.

REFERENCE BOOKS:
1. C. Bhattacharjee, Services Marketing, Excel Books
2. Valarie A Zeithamal, Mary Jo Bitner, Dwayne D Gremler and Ajay Pandit, “Services
Marketing” Special Indian Edition, Tata Mc Graw Hill, 2008
3. Dr.S.Sahajan – Services Marketing – HPH
4. Kenneth C Clow , David L. Krutz :- Services Marketing, Biztrantra
5. Christopher Lovelock, and Jochen Wirtz, “Services Marketing- People, technology,
strategy”, Prentice HaIl
6. K Douglas 1-loffinan and John E.G Bateson, “Essentials of Services Marketing:
Concepts, Strategies and cases”, Thomson, 2002
7. Rajendra Nargundkar, “Services Marketing — Text and cases”,Tata Mc Graw Hill
8. Ravi Shankar, “Services Marketing — The Indian Perspective,” Excel Books
9. R. Srinivasan,” Services Marketing — The Indian context”, First Edition, Prentice
Hall of India, 2004