FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

SERVICE MARKETING

Unit-I
Foundation of Service Marketing – Definition and concept of service marketing, distinctive characteristics and classification of services, growth in service, service marketing mix, emergence of service economy
Unit-II
Customer Focus – Understanding customer needs and expectations, process of market segmentation, selecting customer portfolio, creating valued relations with customer, customer loyalty, service encounters, measuring customer satisfaction,
SERVQUAL and GAP Model, handling complaints, service failure and recovery
Unit-III
Designing and Delivery services – Positioning a service in the market, value addition to service product, planning and branding service product, new service development, pricing the service product, advertising, personnel selling and other
communication in services industry, challenges in distribution of services, role of employees, customers and intermediaries in service industry
Unit-IV
Special Issues in Service Marketing – e-services, online consumer behaviour, self-service technologies, understanding specific service industries – financial, hospitality, health, telecom, retail, public utilities, NGOs, travel and tourism,
professional services