In This module students will examine the important issues facing service providers and the successful implementation of a customer focus in service-based businesses.
Ø An overview of services marketing
Ø Understanding the customer in services marketing
Ø Standardizing and aligning the delivery of services
Ø The people who deliver and perform services
Ø Managing demand and capacity
Ø Promotion and pricing strategies in services marketing
After successfully completing this course, students will be able to:
- Explain the unique challenges of services marketing, including the elements of product, price, place, promotion, processes, physical evidence, and people.
- Describe how customer relationship marketing (CRM), including retention strategies, creates an environment that achieves excellence in customer service.
- Design service quality measurements to build customer loyalty and evaluate the effectiveness and efficiency of customer service offerings.
- Explain service blueprinting, the integration of new technologies, and other key issues facing today's customer service providers and service managers.
- Discuss the influences of the multicultural marketplace, business ethics, and socially responsible marketing on services marketing.
- Conduct a services audit plan for a service firm.
- Integrate course concepts into individual performance to become better customer service representatives in the service environment.
Chapter 1 Foundations for Service Marketing
Chapter 2: Understanding Customer Requirements
Chapter 3: Aligning Service Design and Standards
Chapter 4: Delivering and Preforming Services
Chapter 5: Managing Service Promises
Required text and materials
Zeithaml, V.A., Bitner, M.J., Gremler, D.D. (2018) Services Marketing: Integrating Customer Focus Across the Firm with Connect Access. (7th ed.). New York: NY. McGraw-Hill Education.
Textbook: ISBN: 978-1260051988
A computer with Internet access is required.